Supermodel Irina Shayk chose a high street dress for the FashionAwards.
do a good job of selling the conceptual edit. Designed to explore the blurring reality of our online and offline lives, and fuse craftsmanship with virtual style, on Shayk it was more supermodel chic than sci-fi cool.
The twinkling chocolate-brown bustier dress, featuring a dramatic peplum waist, had more to it than meets the eye. Each of the thousands of sequins was crafted from 100 per cent recycled plastic bottle waste and made without a metallic coating which, in turn, will mean it is easier to recycle when the futuristic version of Old Hollywood eventually reaches its own life span.Samir Hussein
Ticking a lot of boxes during a season known for celebrating excess? The high-street version of haute red-carpet wear goes on sale on 8 December for £149.99. For the eco-conscious, keen to keep their, the sweetie-wrapper look is also available to loan via the newly launched H&M Rental department at London’s Regent Street flagship store from £40. The glamour quotient for office drinks suddenly went up a notch.
For Shayk, who could have had her pick of any brand for the red carpet, the Fashion Awards provided a platform to say something more than just giving good gown. Usually a champion of the work of her friends, such as former Burberry creative director Riccardo Tisci, her choice to put her weight behind a high-street brand striving to do better is certainly an interesting one.
“It’s really nice to see a huge company, like H&M, care about the environment and global warming,” says Shayk. “Usually I would choose something very sleek and classy, and today I just decided to have fun.”
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