There doesn’t have to be a contradiction in loving beautiful fashion and living a sustainable life. H&M has been the world’s biggest user of organic cotton for years – and today, Thursday 16 April, the most fashionable of all sustainable collections lands in select stores and online.
Inspiration for the collection is found in African, Indian and Japanese cultures, and strong prints and beautiful beadings are key. Creative advisor Ann-Sofie Johansson, who has led the work with the collection, tells H&M Life about Conscious Exclusive:
“It feels very luxurious with great attention to details like beadings and embroidery. It’s elaborate, thought through – and very beautiful.”
All garments are exclusively made from materials like organic silk, leather, linen, and cotton, recycled polyester and lyocell, making it one of H&M’s greenest collections ever. For the first time, even beads and sequins are recycled. Ann-Sofie hopes this collection can show consumers and other retailers the great possibilities sustainable materials give, and dispel prejudice against them.