International fashion brand H&M is jumping on the bandwagon of using sustainable fabrics, releasing a new fashion line called The Conscious Collection. The line consists of organic cotton, recycled polyester and organic linen. Their previous eco-conscious line, rightfully called, The Garden Collection featured several floral print dresses, crocheted blouses and brightly colored mix and match styles, all created from recycled plastic. This collection did increasingly well for their brand. Dominating the use of organic cotton, H&M is the world’s fifth largest user of organic cotton as of 2009. In 2010, they used over 15,000 tons of this specialty fabric, beating their goal for 2013.
With H&M rising to the top of the fashion industry, it is easy to say their Conscious Collection will do well. Seeing that their previous Garden Collection exceeded expectations. That line was also made from recycled products. It certainly helps that H&M stays true to their roots, keeping everything under a certain price point, leaving it accessible to consumers. Natasha Poly, below, models the collection showing us H&M's non-existent color palette. Which is in fact perfectly fine, considering white is one of this seasons hottest hues. Take a look through the pictures. Do you think having an all white collection is too monotonous, as opposed to their previous line? Or, fitting for the newly eco-friendly brand?
WWD, Ecouterre
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