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CONSCIOUS COLLECTION – SUSTAINABLE STYLE AT H&M

It’s sweet, cute, refreshing, eco-friendly and fashionable! It’s the new Conscious Collection at H&M The next successor of the Garden Collection (2010). The collection is made of sustainable materials as biological cotton, TENCEL and recycled polyester.

”It’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Colletions we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics,” says Ann-Sofie Johansson, H&M Head of design . ”Shades of white are the season’s biggest fashion trend and it feels right for this collection. White creates a romantic feeling with lace and Broderie Anglaise, but it is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.”

Womenswear is inspired by an updated romantic style in which blouses, tunics and T-shirts with Broderie Anglaise are a key trend. Tiered dresses are perfect for day or more dramatic Grecian gowns for night. Long floaty skirts are key as are cut-off shorts. The collection also includes the perfect white blazer and pleated trousers for a more minimalist look as well as Broderie Anglaise and lace lingerie.

The collection is available on 14 april.

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