Technically, H&M is going ‘white’ for their upcoming eco-friendly line, titled “Conscious Collection” following up last year’s “Garden Collection.” H&M’s all white-themed “Conscious Collection” will be out in stores on April 14, and so far, we like what we see!
Behind the 2010 H&M Controversy______
Just about a year ago, when H&M launched their first organic-cotton line, “Garden Collection,” many people were thrilled with the idea that the line would include certified-organic pieces. It was the first time the company has ever approached an environment-friendly concept. However, it turns out that the “Garden Collection” didn’t even include certified-organic pieces, claimed by the German newspaper, Financial Times. Instead, the label actually had genetically-modified cotton piecesorganiccotton from India rather than organically grown ones, causing a huge controversy that the clothing line was falsely advertised.
In addition, around the same time, H&M was caught in a previous controversy for throwing away and destroying perfectly fine clothes just to make way for newer collections. Talk about a double whammy in the face!
Behind the “Conscious Collection”______
Still, this adversity did not prevent H&M from continuing on with more eco-friendly collections. Meet H&M’s upcoming “Conscious Collection” which will be out in all of the H&M stores on April 14, 2011. While H&M currently is selling a few very affordable eco-friendly pieces (from their “Sustainable Style” line), this upcoming “Conscious Collection” will include a more cohesive theme, featuring a variety of whites for women, men, and kids. In addition, straying away from last year’s concept of just including certified-organic cotton, this year’s “Conscious Collection” will include a variety of environmentally-friendly materials such as organic cotton, organic linen, recycled polyester, and Tencel. So far, so good!
What You Can Expect____________
The entire collection is comprised of white and beige pieces, reflecting one of the hottest Spring 2011 colour trends. Unlike last year’s “Garden Collection,” the “Conscious Collection” seems to give out that relaxed, fresh vibe, which is perfect for the springtime minimalist.
However, the women’s collection does also include a range of details and pieces, such as romantic laces, flowy frills, scalloped-hems, and cocktail dresses for those who want more oomph in their clothing. On the men’s side, H&M keep its classic by giving us structured, tailored looks such as blazers, classic tees, and contemporary pants.
No details on what the kids’ collection will be like, but we’re sure that they will look just as fashionable as their adult counterparts. All these pieces will be $59.95 and under, making any fashionista(o) happy and wanting more.
What You Can Expect____________
We still have a couple of months to go for the collection to come out, but in the meantime, you can still check out their Spring 2011 “Sustainable Line” to shop a few colourful and eco-friendly pieces.
For now, we can hope that a few of our favorite Chictopians would help us style the “Conscious Collection” when it does come out on April 14, 2011!insik0510 ModStylists blakejacobsen lissakahayon LoveCharles
This collection is perfect for going to the Hamptons, no?
How do you guys like the collection? Are you guys excited?
To view the complete collection click here.