If you know anything about green fashion – in fact if you know anything about fashion in general – you will have heard rumblings around H&M’s new Conscious Collection.
I’m not going to lie. I’ve become so cynical about high street chains buying into the green fashion thing that I was pretty sceptical about the aesthetics. But do you know what? It is cute! It’s a strange thing for me to get my head around, the prospect of walking into a high street store and buying something truly ethical… but here it is.
With the press release stating that ‘sustainability is a long term trend at H&M’, it goes on to explain that this collection is produced from environmentally-adapted and greener materials such as organic cotton, Tencel® and recycled polyester. The 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.
“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.
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.
Accompanied by a general statement about H&M’s production across all collections, they claim that ‘behind the scenes, we are working hard to make your style responsible, in ways that are in tune with the needs of the world around us. Because good style also needs substance.’
All in all, I am loving the designs. With a holiday booked for the end of this week, I might just have to get my hands on an organic cotton maxi skirt or some cute little Tencel shorts. Prices range from £7.99 (top) to £34.99 (dress) for womenswear so it is affordable too. My one reservation? Yes, there is a focus on ethical fabric and this is a massively important aspect of green fashion. But these prices are on a par with standard H&M prices. So who exactly is making these? If the cotton is organic, which is more expensive to produce, and H&M are still making a profit, which, lets be honest, they most definitely will be… it is at the expense of the production line. Still, not wanting to be a party pooper – this is certainly a step in the right direction and thank you to H&M for helping to raise awareness!
Image credits: H&M