H&M is to launch a sustainable fashion range in April, made from eco materials such as organic cotton and recycled fabrics.
The men’s, women’s and kidswear collection, called Conscious Collection, is created from materials such as organic cotton, Tencel and recycled polyester and will be on sale in all H&M stores from April 14. The Conscious Collection is a follow up to last year’s sustainable range by H&M called Garden Collection.
The Conscious Collection features a minimalist, tailored look with lace, Broderie Anglaise, frills and draping.
The womenswear range is inspired by an updated twist on the romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Menswear is more preppy with blazers, collarless shirts and T-shirts with Henley detailing at the neck.
H&M head of design Ann-Sofie Johansson said: “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.”