Press release

Conscious collection – sustainable style at H&M

Sustainability is a long term trend at H&M and this April as part of the focus on sustainability H&M will introduce the Conscious Collection.

3 Feb, 2011 09:00 CET

The collection which is for women, men and children is made from enviromentally - adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping. The Conscious Collection will be on sale in all H&M stores from 14th April.

“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.”

Womenswear is inspired by an updated romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Tiered dresses are perfect for day or more dramatic Grecian gowns for night. Long floaty skirts are key as are cut-off shorts. The collection also includes the perfect white blazer and pleated trousers for a more minimalist look as well as Broderie Anglaise and lace lingerie.

Menswear takes on a preppy mood with a white two-button blazer, collarless shirts and T-shirts with Henley detailing at the neck. There are printed and striped T-shirts, as well as a tank top for layering and trousers are either five-pocket jeans or tailored. Meanwhile the Children’s collection is full of white pieces for both girls and boys. It’s all about tiered dresses, tops, skirts for girls, and for boys t-shirts and jeans.The Conscious Collection is a continous collection that will feature at different times and within different ranges. The Spring collection is a follow-up to last year’s successful Garden Collection of sustainable style.

 

Please visit www.hmconsciouscollection.com for press material.

 

Conscious materials

Organic cotton

Is cotton that has been grown without the use of hazardous chemicals.

Organic linen

Is linen that has been grown without the use of hazardous chemicals.

Recycled polyester

Is polyester made from PET bottles or textile waste.

Tencel

Silky, renewable material produced with minimal environmental impact.
 

For more information please contact:

 
Camilla Emilsson Falk, Head of Media Relations.
Telephone: +46 8 796 96 15

E-mail: camilla.emilsson-falk@hm.com

 

Catarina Midby, Trend Coordinator.

Telephone: +46 8 796 39 61

E-mail: catarina.midby@hm.com

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