H&M is preparing to launch its latest Conscious Collection. The eco-friendly fall line features sheath dresses, woolen coats, tunic-style blouses, ankle boots, and handbags.
The whole collection has a very old world fairytale feel to it with its feminine lace, elegant embroidery, and floral prints. H&M’s head of design Ann-Sofie Johansson says it was inspired by the “sweet romance of Swedish folklore,” which seems a pretty apt description. “The silhouette is feminine and the pieces are luxuriously embellished,” she added.
It doesn’t have the hippie vibe of many sustainable fashion collections thanks to its high quality materials. H&M has used organic cotton, hemp, Tencel, silk, and recycled wool, cotton and polyester to create the range. These fabrics have been cleverly chosen to see the Conscious Collection priced similarly to H&M’s signature range. With so many eco-friendly lines costing a bit more than less green alternatives, it’s refreshing to see that H&M can create one that’s every bit as competitive.
H&M first introduced a Conscious Collection this February. Clearly it continues to be successful for the affordable brand, as it wouldn’t make more sustainable products if they weren’t selling. No doubt those comparable price points are helping H&M’s cause.
The Conscious Collection hits selected H&M stores this Friday.
