H&M has always been about sustainable chic. Whether donating proceeds from sales to charitable causes or being at the forefront of eco-friendly fashion, H&M is a winning example of how responsible and trendy can beautifully co-exist.
Their latest effort, the totally covetable Conscious Collection, features pieces for men, women and kids in shades of white, the biggest 'non-colour' colour trend for spring. And, being eco-conscious isn't just about organic cotton anymore - the collection also boasts floaty dresses, minimalist blazers and breezy tunics made from Tencel® and recycled polyester.
“...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's Head of design.
I can't wait to get my hands on the breezy dresses and maxi skirts for myself (picnic, anyone?) and am completely enamoured with every little thing in the kid's collection. Do bleach sticks come in bulk?
The Conscious Collection (ranging from $12.95 - $69.95) will be on sale at H&M starting April 14th but you can get a sneak peek of the collection here (Click on the thumbnails below to see the slideshow) Hooray - one more reason I can't wait for spring!