Words by Kylie McDaneld
April 9th, 2019
This Thursday, 11th of April, H&M will launch its new Conscious Collection for spring 2019, both in stores and online, with a focus on a more sustainable fashion future. The coinciding campaign, which stars inspirational women like Naomie Harris and Rosario Dawson, looks at creating a future where beautiful, sustainable fashion is the norm.
As one of the world’s leading fashion companies, H&M has committed to taking responsibility and leading this change towards a more sustainable fashion industry. The result? A collection in which every piece is made from a sustainably-sourced material, such as 100% organic cotton, Tencel or recycled polyester, and comes with a remarkably affordable price tag. The colour palette further emphasises the message of sustainability with earthy tones, blush pink and white, creating soft floral-printed coordinated separates and floaty dresses.
“We’re absolutely thrilled to have this spring collection made of sustainable materials. With feminine, easy-going silhouettes, dreamy floral prints and separates all created by our in-house design team that can easily be mixed and matched, it shows how style and sustainability can work together beautifully,” says Maria Östblom, Head of Design Womenswear.
The floral prints and earth colours of the collection are a perfect complement to the feminine details, such as ruffles, off-the-shoulder necklines and balloon sleeves. The warm brown pleated top with a string halterneck in recycled polyester looks equally stunning with the matching tiered lace maxi-skirt, also in recycled polyester, as it would with a pair of jeans, while the white floral print voluminous mini-dress with ruffled v-neck, three-quarter length sleeves and a dropped waist in organic cotton is beach and brunch-ready.
Throughout the month of April, H&M aims to celebrate their sustainability actions and goals as a company; with the entire collection made from sustainably-sourced materials, it emphasises the H&M Group’s status as one of the world’s largest users of organic cotton, Tencel and recycled polyester.
“This Conscious Collection is a wonderful step towards meeting one of our main goals – to use only 100% recycled or other sustainably-sourced materials by 2030. Sustainability is one of our core values and while there is a lot of work going into this throughout the entire value chain, it’s always exciting to see the more consumer-facing campaigns really showcase out a conscious way of thinking,” says Isak Roth, Global Sustainability Manager at H&M.
The Spring 2019 Conscious Collection will be available to shop instore and online at hm.com from Thursday, 11th of April.
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