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The people behind H&M have taken it upon themselves to bring fashion to the masses, and now they’re taking on even more responsibility by with a serious look inward. Out of concern for the treatment of individuals and the environment, the introspective retailer is working toward a more sustainable fashion future.
Enter the Conscious Line. The collection is for women, men and children and is made from environmentally – adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers were inspired by different shades of white, one of the most important colours this spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping.
“It’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now,” 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.”
And it is romantic. If we were ever to run in slow- motion through a field of flowers or recite witty, love-struck prose a la Jane Austen, this is totally what we would wear.
We’re not the only ones who love the collection– Conscious even earned Natalie Portman’s approval. She wore this dress from the collection ($49.95) to the Vanity Fair Oscar Party last month.
Credit: John Shearer/Getty
Other dresses we love in the collection are the organic cotton ($48) and recycled polyester ($50) dresses pictured. We’re tempted to think of eco-friendly clothes as potato-sack-esque tees and shapeless frocks, but H&M has shown us that recycled clothes can be… dare we say… sexy.
The collection is part of H&M’s ongoing goal to incorporate more sustainable fabrics into their apparel, an initiative that started in 2004. The company aims to increase the amount of organic cotton used by 50% each year until 2013. The line is available in stores April 14 and we can’t wait!
Also causing fashionistas everywhere to feel a little light-headed this spring: H&M’s Spring Awakening line. To be honest, we’ll admit our bias and let you know they won us over as soon as we saw Gisele Bundchen in their ads. Our favorite Brazilian supermodel aside, who doesn’t love retro?
We love vintage, but we don’t always have the time to hunt for it, so the next best thing is H&M’s Spring Awakening line, which looks like it stepped straight out of the 70’s. Soft fabrics, retro prints and that flowing, effortless vibe make this collection one of H&M’s most feminine, most stunning, and most brave. Why? Because the trendy retailer has dared to keep things au natural.
We’ve got a sweet tooth right now for florals, billowy garments and natural beauty, and H&M has offered the perfect eye candy. We’re in love with this collection and we think you’ll find happily ever after with it too.