'Introducing The Conscious Collection'

The Conscious Collection at H&M

Hennes and Mauritz isn’t likely to make a promise that it can’t keep.

The fast-fashion pledged to only use sustainable cotton that is either organic-grown or recycled by 2010. The Conscious Collection set to launch April 14 is one of H&M’s first steps in showing its commitment to sustainability and the environment.

H&M Head of Design Ann-Sofie Johansson told the Examiner: “It’s not just about organic cotton anymore, the possibilities for creating a complete fashion statement with eco-smarter materials are huge now.”

The collection is a spring line of apparel for men, women and children made from organic cotton, organic linen, Tencel and recycled polyester. Minimal and white, the womenswear collection features romantic accents such as lace trim, frills and draping. Spring wardrobe essentials include maxi-length skirts, blazers and pleated trousers in sharp, tailored cuts.

It has received solid good reviews from critics that claim the styles feel as good as it looks. High-waisted bloomers with scalloped hems, white dresses with broderie anglaise for sleeves, and eyelet top can be easily dressed down for a casual picnic with friends or up with the use of accessories for rooftop cocktails in the summer.

For men, the styles are less romantic and more clean cut. Two-button blazers, casual tees, and tailored trousers in an all-white palette are what’s in store for the H&M man.

And with budget-conscious prices set from $10 to $60, the collection stays in line with the usual H&M price point.

My thoughts? I think the collection will generate most of its sales not so much for its eco-friendliness, but for its style and affordable prices. Although, I cannot say whether I'd purchase a piece from the collection just yet - only until I get to weigh in and touch the fabric myself.

Photographer Sölve Sundsbo (see photos) shot the advertising campaign with models Natasha Poly, Abbey Lee Kershaw, Ben Hill and Clément Chabernaud.

-S. Gonzalez

*Photos courtesy of H&M