Sustainability in Fast Fashion: H&M’s New Conscious Exclusive Collection

h-and-m-conscious-exclusive-2014-19 H&M (Hennes & Mauritz) was established in Sweden in 1947 and has become synonymous with affordable as well as up-to-date and quality fashion. H&M is one of the leading fast fashion retailers in the world, globally offering inexpensive, trendy, and playful designs for women, men, teenagers, and children. It’s not a surprise that the Sweden-based brand has decided to go the sustainable route yet again with their second conscious collection, exciting fashion enthusiasts and environmentalists everywhere.h-and-m-conscious-exclusive-2014-20 h-and-m-conscious-exclusive-2014-5 The exclusive collection is made with high-quality fabrics including organic silk, recycled polyester, and vegetable tanned leather, with intricate designs stemming from Bohemian, matador, and flamenco influences. This limited-edition collection showcases meticulous cuts and beading that are ultra-feminine and chic for the mature woman, offering a mixture of prints and neutral colors of adornment to contrast. The price ranges from $34.95 for organic cotton blouses to $299 for organza jacquard dresses. h-and-m-conscious-exclusive-2014-1 h-and-m-conscious-exclusive-2014-6

“H&M is proud of its sustainability work,” Ann-Sofie Johansson, H&M’s head of design explained. “Our Conscious and Conscious Exclusive collections show the breadth of possibilities with sustainable materials, and our new CleverCare labeling encourages our customers to join our mission towards a more sustainable future for fashion.”

The collection’s unique CleverCare labels provide care instructions and tips that are environmentally friendly and encourage sustainable cleaning practices.

h-and-m-conscious-exclusive-2014-7   h-and-m-conscious-exclusive-2014-24 h-and-m-conscious-exclusive-2014-21 h-and-m-conscious-exclusive-2014-22The collection will offer an assortment of billowing sheer blouses, mid to floor length dresses, antique-like accessories and Oxford slip-ons. Starting April 10th, the collection will be sold in 150 stores worldwide and online, and has already been seen on A-list stars such as Jessica Alba, Penelope Cruz, Solange Knowles, and many more who are eager to see the future of sustainability. To see this collection up close and personal visit your local H&M or visit their online store.

Henny Jacobs

Henny is a freelance Fashion Writer with years of experience and knowledge of fashion, art and style. Henny also has a MFA in Fashion Journalism and a BFA in Fashion Design/Marketing.

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