H&M Goes Sustainable with the Conscious Collection

NEW YORK, Mar 30, 2011/ — Hitting all H&M stores beginning April 14, 2011, the debut of the Conscious Collection marks an ongoing range for women, men and kids, made from environmentally adapted and greener materials such as organic cotton at H&M.

Sustainability is always in fashion at H&M and the Conscious Collection is made from environmentally adapted and sustainable materials, such as organic cotton, Tencel ® and recycled polyester.

H&M’s in-house designers have been inspired by different shades of white, one of this spring’s most important colors. A minimalist, tailored look is combined with romantic lace, broderie anglaise, frills and draping.

“It’s no longer just about organic cotton. The possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics,” says Ann-Sofie Johansson, H&M head of design.

“Shades of white are the season’s biggest fashion trend. White creates a romantic feeling with lace and
broderie anglaise, but it is also the basic color in a sporty, relaxed style and in a preppy tailored look for men.”

The women’s collection is inspired by an updated romantic style. Key trends include blouses, tunics and T-shirts with broderie anglaise. Tiered dresses are perfect for daytime wear, while more dramatic Grecian gowns light up the night.

A long floaty skirt is important this season in addition to cut-off shorts. The collection also includes the perfect white blazer and pleated pants for a more minimalist look. Broderie anglaise and lace lingerie are also featured in the Conscious Collection.

Menswear reflects a preppy mood, with a white two-button blazer, collarless shirts and T-shirts with Henley detailing at the neck. There are printed and striped T-shirts, as well as a tank top for layering; pants come as either five-pocket jeans or tailored to allow for a real mix.

Meanwhile, the kids’ collection is full of white pieces for girls and boys. It’s all about tiered dresses, tops, skirts and T-shirts, which will all look great with jeans or leggings.

The Conscious Collection is a recurring collection that will be featured at H&M at different times during the year and in different forms. The spring collection is a follow-up to last year’s successful Garden Collection, which focused on sustainable style.