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.
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.
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.
Each piece is constructed from environmentally-adapted fabrics like organic cotton, Tencel® and recycled polyester, according to a press release.
The organic fabrics -- and aesthetic -- spans flowy maxi dresses and blouses and more tailored white denim, blazers and shorts as well.
The Conscious Collection is not H&M's first attempt at sustainable fashion -- last year's Garden Collection was eco-conscious as well.
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.