New H&M Conscious Collection

High street favourites H&M are set to continue their eco-friendly fashion efforts with the launch of their latest organic range, the Conscious Collection. And let me tell you, organic cotton and recycled polyester have never looked so good.

Eco fashion has been around long enough now for us to not have to worry about looking like a hemp-wearing hippy should we wish to go organic. But on seeing a sneak peak of H&M’s forthcoming sustainable collection, I wasn’t quite expecting to be as excited as I was for their recent Lanvin collaboration. How wrong I was.

The collection – for men, women and children, is made from environmentally-adapted, greener materials such as organic cotton, Tencel and recycled polyester. All three of which don’t sound particularly chic, but those style savvy people at H&M have worked their magic and managed to create really rather desirable collection pioneered by Anne-Sofie Johansson, Head of Design: “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.’

So what can we look forward to? Minimalist shapes are combined with broderie anglasie and scalloped edges for a collection that has a contemporary romantic feel. Inspired by variations of the colour white, designers have created a look that is clean and bright with pieces coming in shades of ivory, pearl, old-lace, sea-shell, egg-shell and cream. A perfect palette for spring.

Personal favourites include the ivory coloured broderie anglaise dress (£29.99) made from recycled polyester, which will look great worn with a pair of sculptural heels and bare legs come summer.


The off-white maxi skirt (19.99) with broderie cut-out detailing is feminine yet unfussy. Embrace this season’s trend for longer lengths and team it with stacked wedges and a simple tonal tee for relaxed elegance.

Also on the shopping list will be the peach-puff scalloped edged blazer (£29.99), the cut-out cropped tee in organic cotton (£14.99), and the super chic tailored shorts in blush (£12.99). Put them together and what do you get? A totally sustainable outfit that’s totally stylish too.

Not only is this collection good for the environment, but with prices starting at £9.99 it’s also great for your purse. The Conscious Collection will be on sale in all H&M stores from 14th April. Looks like I’ll be getting in line early once again…

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