H&M’S conscious collection launches worldwide with a sustainable fashion future in mind
For Spring 2019, the new H&M Conscious Collection launches with a vision for a sustainable fashion future. The collection unites modern romantic designs and every piece in the collection is made from a sustainably-sourced material, such as 100% organic cotton, Tencel or recycled polyester. From the floral-printed coordinated separates to the floaty dresses, all in a colour palette of earthy tones, blush pink and white, this is a statement of intent to take responsibility and lead the change towards a more sustainable fashion industry. The campaign features thirteen inspirational women from all around the world, including Naomi Harris and Rosario Dawson. The H&M Conscious Collection for Spring 2019 launches in the beginning of April and will be available worldwide, in store and online.
“We’re absolutely thrilled to have this spring collection made out 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,” – Maria Östblom, Head of Design Womenswear
The floral prints and earthy colours of the H&M Conscious Collection for Spring 2019 are a perfect complement to the feminine details, such as ruffles, off-the shoulder necklines and balloon sleeves. The warm brown pleated tube 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 will not only celebrate their sustainability actions and goals as a company, but also highlight the Conscious Collection in stores all around the world. H&M are proud that the entire collection has been made from sustainably-sourced materials, which not only emphasises the H&M Group’s status as one of the world’s largest users of organic cotton, Tencel and recycled polyester, but also shows the continued efforts, commitment and progress we are making for a sustainable fashion future.
“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 our conscious way of thinking,”- Isak Roth, Global Sustainability Manager at H&M.
Source- H&M Headquarters, Stockholm-SwedenEurope News Retail Sustainability