H&M is debuting their Conscious Collection in a ray of whites and minimalistic styles. The collection is environmentally designed from green materials, such as organic cotton, Tencel® and recycled polyester to support their mission to maintain sustainability. Starting on April 14, the collection featuring romantic lace, Broderie Anglaise, frills and draping will be on sale.
Head designer Ann-Sofie Johansson speaks on the marriage between the clean-colored trend and the eco-friendy craze.
“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," she says, "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.”
In anticipation of the H&M's next collection, imagine dramatic Grecian gowns and tiered dresses for women and clean cut two-button blazer and collarless shirts for men.