Just a very quick one to report the super-exciting news that H&M is set to launch a long-term sustainable range. Yippee!
It will be called Conscious Collection (a follow-up to the Garden Collection of last year which Lorna and I loved) and will include materials such as Tencel, recycled polyester and organic cotton. The womenswear range will be romantic, with blouses and tunics, and oodles of Broderie Anglaise and frills, whilst the menswear will feature a preppy look with blazers and collarless shirts.
Judging by the pics (all courtesy of H&M), it is not a range for those clumsy with the red wine - but then white clothes are just a good excuse to stick to Champagne!
Conscious Collection will be up for grabs in EVERY H&M store from April 14.
H&M head of design Ann-Sofie Johansson commented on the launch:
“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.”Looks and sounds HOT. I am excited. And that rarely happens on a Thursday.
Facts: H&M, new sustainable range 2011, Conscious Collection: Tencel, organic cotton, recycled polyester.
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H&M has gotten really serious about the environment since the NICE conference in Denmark last year. Not at Nike or Patagonia levels though, of course, they're still fast fashion.
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