H&M has launched the Conscious Collection with a vision for a sustainable fashion future. Every modern romantic piece in the collection is made from a sustainable-sourced material, such as 100% organic cotton, Tencel or recycled polyester, making a statement of intent to take responsibility and lead the change towards a more sustainable fashion industry as a whole. The collection includes floral printed sets and flowy dresses in a palette of earth tones, blush pinks and shades of white. The campaign features thirteen inspirational women from around the world, including Rosario Dawson and Naomie Harris.
Says Maria Östblom, Head of Design Womenswear, “We’re absolutely thrilled to have the new … collection be made out of sustainable materials. It includes separates that can be easily mixed and matched that are feminine, easy-going silhouettes, and dreamy floral prints all created by our in-house design team. The collection emphasizes how style and sustainability can work together beautifully.” –
The floral prints and earthy colors of the new H&M Conscious Collection are a perfect complement to the feminine details, such as ruffles, off-the shoulder necklines and balloon sleeves. The collection includes versitile separates such as a warm brown pleated string halterneck made from recycled polyester that looks stunning with the matching tiered lace maxi skirt or with a pair of jeans. A white floral print voluminous ruffled v-neck dress with midi length sleeves and a dropped waist in organic cotton is as perfectly fit for the beach as it is for brunch.
Isak Roth, Global Sustainability Manager at H&M, adds “This Conscious Collection is a wonderful step towards meeting one of our main goals – to use only 100% recycled or other sustainably sourced materials by 2030. Sustainability is one of our core values and while there is a lot of work going into this throughout the entire value chain, it is always exciting to see campaigns that come to life to really showcase our conscious way of thinking.”
