H&M To Launch Conscious Collection: A Greener Way Of Dressing

Posted: February 14, 2011 in Brand management

Nowadays many brands resort to launching products that are compatible with the protection of environment. While Walmart is launching an eco-focused GeoGirl make-up beauty line for tween girls, clothing giant H&M pays tribute to sustainability by unveiling a brand-new line called Conscious Collection, which will be on sale in all H&M stores beginning April 14, 2011.

H&M cannot be regarded as stranger to sustainable clothing. Last month, H&M also created a new line dubbed Waste, made up of several different fabrics from pieces, which were left over from their capsule collection with Lanvin. Sustainability has been a trend at H&M and the Conscious Collection collection takes this trend to the next level. The collection, an ongoing range for women, men and kids is made frım environmentally friendly and greener materials such as organic cotton, Tencel® and recycled materials.

“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.

While working on the Conscious Collection, H&M’s in-house designers have been inspired by different shades of white, one of this spring’s most important colors. “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 color in a sporty, relaxed style and in a preppy tailored look for men.” says Johansson.

The Conscious Collection features a minimalist, tailored look combined with romantic lace, broderie anglaise, frills and draping. The women’s collection is inspired by an updated romantic style and tiered dresses are wieldy and perfect for day. There are also more dramatic Grecian gowns that will unearth your bright and breezy goddess hidden inside. In this collection the long skirts are key as the cut-off shorts. Key trends also includes an essential white blazer and pleated trousers for a more clean and tailored look.

Men’s collection reflects a preppy mood, with a white two-button blazer, collarless shirts and T-shirts with Henley detailing at the neck. Not only printed and striped T-shirts but also tank top for layering are included for men. Meanwhile, in the kids’ collection there are lots of white pieces for girls and boys. It’s all about tiered dresses, tops, skirts and T-shirts as well as jeans and leggings.

The Conscious Collection is a recurring collection that reveals the retailer’s strive to be eco-friendly. The collection, which is a follow-up to last year’s successful Garden Collection, will be featured at H&M at different times during the year and in different forms. With items in this line running from around $10 to less than $60, this H&M collection attracts not only environmentally conscious people but also those that are economically conscious.


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