H&M goes green with the new conscious line
H&M goes green with the new conscious line

10 Feb. 2011


H&M has announced to launch the “Conscious Collection” this April as part of its focus on sustainability. The collection that will target women, men and children is made from materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping. The Conscious Collection will be available at all H&M stores as of April 14, 2011.

“It’s not just about organic cotton anymore, 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.

conscious collection by H&M
conscious collection by H&M

Womenswear is inspired by an updated romantic style with blouses; tunics and t-shirts with Broderie Anglaise while menswear takes on 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 and trousers are either five-pocket jeans or tailored. Meanwhile, the children’s collection is full of white pieces for both girls and boys. It’s all about tiered dresses, tops, skirts for girls, and for boys t-shirts and jeans.
Melanie Gropler

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