Conscious collection @ H&M

Since a couple of years, H&M is starting to use organic and environment friendly fabrics for their clothes. Organic cotton is something that is a pretty well-knowned term inside the H&M culture. However, this year H&M will launch a complete collection with environment friendly and greener materials such as organic cotton, Tencel® and recycled polyester. Eco smart materials are not old fashioned anymore, but are making their way into the fashion world and will become huge this year.

“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. White creates a romantic feeling with lace and Broderie Anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.”

Men 's conscious collection. A tailored look with a lot of white colors.(Photo:H&M)

Women’s collection is inspired by this seasons trends, with a lot of blouses, tunics and t-shirt in a romantic style with light and natural shades. In 2010, H&M also launched “the garden collection” which was also based on the use of environment friendly material.

Romantic style in womens collection.(Photo:H&M)

My favourite, romantic strapless dress made from natural fabrics. (Photo:H&M)

Natalie Portman with a top pick from the conscious collection at the afterparty of the oscars! This must become one of the best selling items;)

                                                                                         

Will this be the most popular item? I think it will!(Photo:H&M)

H&M is also known with its corporate responsibility. They work constant on their responsibility to design fashion and quality at a great price without the use of under aged children in their factories. Something they are very aware off. For more info about the conscious collection and H&M’s corporate responsibility, visit www.hm.com or  www.hmconsciouscollection.com.