Sustainable Style at H&M

As part of its focus on sustainability, H&M will introduce the Conscious Collection for women, men and children. It is made from 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. The Conscious Collection will be on sale in all H&M stores from 14 April 2011.

“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. Womenswear is inspired by an updated romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Menswear takes on a preppy mood with a white two-button blazer, collarless shirts and T-shirts with Henley detailing at the neck. The children’s collection is full of white pieces for both girls and boys. The spring collection is a follow-up to last year’s successful Garden Collection of sustainable style.

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