THE H&M CONSCIOUS COLLECTION

Sustainability has been a serious topic for H&M and to add to the sustainability campagin, H&M will introduce the Conscious Collection for women, men and children which is made from enviromentally- adapted and green materials such as organic cotton, Tencel and recycled polyester at their various flagships stores across the country, Calgary included!

The designers behind the Conscious Collection have been inspired by different shades of white. The minimalist, tailored look has been combined with romantic lace, Broderie Anglaise, frills and draping.

“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.

“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 colour in a sporty, relaxed style and in a preppy tailored look for men.”

The H&M Conscious Collection will be available in Calgary April 14th, 2011 at the first H&M Flagship store at the CORE Calgary.

Images courtesy of H&M Canada