Summer Must-Haves from H&M’s Conscious Collection

Last Spring H&M launched The Garden Collection, which was the retailer’s first fully sustainable collection. Fast forward one year, and behold the Conscious Collection, which just launched as part of H&M’s commitment to use only sustainable cotton by 2020. The 69-piece range applies across womenswear, menswear and children and is chiefly made of organic cotton and recycled polyester. Below is a selection of my favorite looks for ladies. You could view the entire collection here.

Now I could go on and on about the significance of this sustainable collection as part of a leading fast-fashion retailers and obviously I applaud those efforts. But rather, I’d like to focus on the items at hand here, because it’s practically a “greatest hits” collection. First off, the collection is almost entirely composed of white, if not, neutral hues. There’s a lot of movement going on in the silhouettes, which highlights the feeling of lightness which is so important this season. Back to those key items – The Little White Dress, boy blazer, tap short, cropped top, maxi skirt – and the list goes on. There’s also great details like subtle lingerie references, ruffles, eyelet and lace. I also like how there are a few white denim pieces mixed in. All in all, I’ve got to say I love this collection. This time around, H&M went for given key items (read: commercial) set to a whimsical color palette – as opposed to last season’s print-driven push which arguably generated more buzz. If this is where sustainability is going, I hope more retailers will follow.

All photos courtesy of H&M.

This entry was published on April 19, 2011 at 6:30 PM and is filed under Brands, Eco, Key Items, Retail. Bookmark the permalink. Follow any comments here with the RSS feed for this post.

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