It's Not Easy, Being Green
H&M is Consciously Correct
Starting April 14, mega-retailer H&M will be launching an entirely green collection, utilizing materials like organic cotton, Tencel® and recycled polyester in a minimal-meets-romantic design aesthetic. A statement on H&M's homepage listed inspirations that included 'romantic lace, Broderie Anglaise, frills and draping,' along with 'different shades of white, one of the most important colours this Spring.' Ann-Sofie Johansson, H&M Head of design, also stated that “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... Shades of white are the season’s biggest fashion trend and it feels right for this collection. White 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.”
The collection, which is entirely pastels and will include pieces for men, women, and children, is light and airy, with sleek separates like skinny pants and white blazers right alongside prairie dresses and slub tee shirts. Standout details included tiered and scalloped hems on dresses and shorts, laser cutouts, and lace panel overlays that are suited for summer, delightfully antiquated, yet still modern in every sense of the word. My favorite items have to be a minidress with a double edged hem and a pair of white trousers that I could see carrying me through the entire summer; they're appropriate for everything from that backyard BBQ to a Labor Day boatride.
A full look at the ladies collection with price points:
All images via hmconsciouscollection.com and Glamour Bbey