Here’s yet another reason to love H&M: The Swedish retailer has launched not one, but two sustainable fashion lines this week. The Conscious Collection, a casual, 16-piece collection and Conscious Exclusive, a glam “party wear” line are both available in select stores and online starting today. All we have to say is get your recycled wallets ready, because this collection nails sustainable style.
The Conscious lines are collaborations between H&M and eco-design think tank Ever Manifesto. Both companies share the same look good AND do good commitment to the future of fashion. Supermodel and philanthropist Amber Valletta lends her face to the campaign, which features items made of organic leather, linen, silk and other sustainable materials. All of the clothes will be outfitted with CleverCare labels that offer environmentally friendly cleaning and care tips that encourage eco-awareness to thrive far beyond the clothing rack.
These pieces are boho glam at its best, defying the usual hemp-drenched stereotypes of sustainable style with flowy separates in sun-saturated colors and dramatically embellished tunics, jackets and accessories that won’t have you thinking twice about going green for cocktail hour.
If it’s H&M’s mission is to make sustainable fashion more mainstream, we think the Conscious lines are a sweeping success. These aren’t collections to wear just to yoga class: The range of ultra luxe styles ensures that there’s something eco-friendly for everyone’s closet. But H&M’s biggest win might be the message that sustainable style ≠ expensive: Tops start at just $12.95, and even the higher-end looks boast obtainable price tags ($70 for a white V-neck Lyocell jumpsuit; $149 for a sheer, Moroccan-patterned silk shirt dress). It sure seems like the future of eco-conscious fashion is in good hands.
Would you “go green” with H&M? What other sustainable clothing lines are killing with their eco-friendly fashion? Tell us in the comments below.