H&M Conscious Collection

Note April 14th  in your agenda, because H&M is coming with its long-awaited sequel of last years’ highly successful Garden Collection. This years’ edition, called the ‘Conscious Collection’ is an ongoing range for women, men and kids, made from environmentally adapted and greener materials, such as organic cotton, organic linen, recycled polyester and tencel.

The women’s collection is inspired by an updated romantic style. Key trends include blouses, tunics and T-shirts with broderie anglaise, tiered dresses and Grecian gowns. The collection also includes a white blazer and pleated pants for a more minimalist look.

“It’s no longer just about organic cotton. 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. “Shades of white are the season’s biggest fashion trend. White create a romantic feeling with lace and broderie anglaise, but it is also the basic color in a sporty, relaxed style and in a preppy tailored look for men.”

Let’s face it, sustainability is hot at H&M. I’m not a fan of the reworked Lanvin pieces (at all). Only the zebraprint jackets were easy on my eyes, but the rest I think is an insult to Alber’s work. I don’t think people should roam the streets looking like clowns. But hey, that’s just my opinion. The Garden Collection on the other hand, I thought was amazing! Which also meant I practically bought the whole collection. When I compare the ‘Conscious Collection’ with the ‘Garden Collection’, I do have to admit that I miss a bit of color here. But nevertheless, I love the romantic feel of the white lace and I can’t wait until this hits the stores! The hearts indicate my favorite pieces at the moment, but this number might increase when I actually see the clothes up close, just like it did when I saw the actual Garden Collection in store. I visited about 5 H&M stores and I still couldn’t get all the pieces I wanted. (I really wanted the red floral dress! *sob*) Anyway, what do you think of the collection? Skip it or start saving up ’til April?

Images courtesy of H&M.

Visit www.hm.com


1 Comment

  1. February 3, 2011 / 10:29 pm

    Love it. Ik hoop maar dat ik de stukken die ik wil kan te pakken krijgen, want zoals je zegt, bij die garden collectie is mij dat niet gelukt 🙁 (grrr)
    Mooie nieuwe lay-out van de site btw!

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