“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 what’s possible using more sustainable fabrics.”
- Ann Sofie Johansson, H&M Head of Design
I first heard about H&M launching an eco-friendly clothing line when the company tweeted about it on Twitter. It wasn't until I was in a store a couple of weeks ago that I got to see and touch the clothes first hand. And I must admit, the pieces are absolutely fabulous! The clothing line which launched in the U.S. on April 14, 2011, is appropriately called, Conscious Collection. It features pieces for men, women, and children. The line itself echos the same idea behind the sustainable clothing collection of Emma Watson's endorsement and collaborations with companies such as People Tree and Pure Threads for Alberta Ferretti. The pieces in the Conscious Collection is made from environmentally adapted and greener materials such as Tencel, recycled polyester, organic cotton, and organic linen. All of the pieces also feature a very natural white/off white hues, which actually suit the idea of the environmentally friendly clothing line very well -- very clean and natural. What's more is that all of the pieces are fairly priced, keeping with the budget friendly H&M way. I got the white racerback dress, eyelet shorts, and two tops from the collection, each under $30! I think it's remarkable that fashion is also going green. Being eco-friendly doesn't mean you can only recycle and plant a tree anymore. Thanks to companies, like H&M that produce sustainable clothes, fashion enthusiasts everywhere can also contribute to this growing movement.
|Natalie Portman wearing a dress from the H&M Conscious Collection|