H&M Announces “The Conscious Collection” for Summer

It's tempting to curse Mother Nature as we brave the ice and snow in layers, but H&M renews one's faith in the earth's power to be breezy and bright with a new collection composed of organic and recycled fabrics.

6 photos
1/6
H&M
It's tempting to curse Mother Nature these days, as we brave the ice and snow in layers, but H&M has renewed our faith in the earth's power to be breezy and bright with a new "conscious" collection (a reflection of its sustainable and organic fabrics), dropping April 14.
2/6
H&M
The line is comprised of 69 styles for men, women and children that include gauzy sundresses, blouses and tailored separates in various shades of natural white.
3/6
H&M
Each piece is constructed from environmentally-adapted fabrics like organic cotton, Tencel® and recycled polyester, according to a press release.
4/6
H&M
The organic fabrics -- and aesthetic -- spans flowy maxi dresses and blouses and more tailored white denim, blazers and shorts as well.
5/6
H&M
The Conscious Collection is not H&M's first attempt at sustainable fashion -- last year's Garden Collection was eco-conscious as well.
6/6
H&M
The terminology is interesting: The buzzy "eco-" prefix is being used with less and less frequency, while WWD points out that H&M, for one, is being careful to say "more" sustainable, to moderate its claims. It appears that marketers are recalibrating for an environmental movement that's here to stay.
Contact Us