14.2.11

H&M Spring Conscious Collection

Sustainability is a long term trend at H&M and this April as part of the focus on sustainability H&M will introduce the Conscious Collection - The collection which is for women, men and children is made from enviromentally - adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping. The Conscious Collection will be on sale in all H&M stores from 14th April.

“It’s not just about organic cotton any more, 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 and it feels right for this collection. For me the collection recalls a twenties feeling. I really MUST have the majority of this collection, I love it!! I think it is a great innititive for a large and influential company as H&M to focus on sustainability. Here some pics that I associate with the collection:

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