I was going to save this post for next week to kick off Earth Day month in style, but then I thought to myself, why postpone talking about something that needs to be top of mind always. Besides, we’re just days away from April and I have many other fun eco driven articles in store so, let’s get it started right! Behold the most elegant eco-friendly clothing collection I have seen to date. H&M has added an exclusive collection of glamorous red carpet worthy looks to its Conscious Collection and they look fantastic! I am so excited about this.
According to their press release, the pieces in this collection are made from more sustainable materials such as organic cotton, recycled polyester and hemp. In the Fall of 2011, H&M became the largest buyer of organic cotton in the retail world increasing their use by an impressive 77% compared to 2009, surpassing Wal-Mart. H&M has publicly declared their commitment to deliver fashion that has been made, transported and sold responsibly.
In their Conscious Actions Sustainability Report for 2010, they stated as a goal that all cotton used in their garments would come from only sustainable sources by 2020. This would include organic cotton, recycled cotton as well as better cotton harvested through the Better Cotton Initiative, in which H&M is an active member together with other retailers and organizations such as WWF. In order to meet this goal they plan to continue to work with its suppliers to produce sustainable materials by educating farmers on sustainable practices; something they had begun to exercise in 2010 with over 68,000 farmers through its Better Cotton Initiative.
Committed to continue with their sustainable fashion efforts, H&M wanted to showcase all the possibilities in greener fashion by presenting a collection filled with looks that reflected more elevated fashion. I think this is a wonderful followup to their first sustainable collection, The Garden Collection, which launched in 2010 to rave reviews and good sales results. H&M now offers an array of chic and superior sustainable fashion ranging from casual to elegant.
I’ve always loved H&M for giving me the latest styles in exceptional quality and at an affordable price. Now, I appreciate and celebrate their conscious effort and commitment to add sustainable fashion to that list. Here’s a first look of this Exclusive Conscious collection, which will be available beginning April 12 in 100 H&M stores worldwide, as well as selected looks on-line. For more information visit the H&M.