Hennes & Mauritz has announced its Conscious Collection, a sustainable range launching April 14 at all its stores.
The company says the range is made from environmentally sound materials including organic cotton, Tencel and recycled polyester. It will be combined with lace, broderie anglaise, frills and draping.
The range is heavy on white, which doesn’t help overcome the notion that some still hold about eco-fashion lacking colour. H&M says that white’s on trend for spring 2011, with H&M head of design Ann-Sofie Johansson saying that it ‘creates a romantic feeling with lace and broderie anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.’
Womenswear sees tiered dresses and Grecian gowns, as well as a white blazer and pleated trousers; the menswear side of things includes a two-button blazer, collarless shirts and T-shirts. The children’s range has tiered tops, skirts, T-shirts and jeans.
H&M says this collection follows up last year’s Garden Collection.
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