H&M's New Conscious Collection is Eco-Design at Its Best

Refinery29
Photo by: H&M
Photo: Courtesy of H&M.

By Emily London, Refinery29

The wait is almost over: H&M's sustainable fashion collection, Conscious Exclusive, hits stores April 10. The eco-fashion line is the brainchild of the Swedish retailer and eco-design think tank EVER Manifesto, whose founders, Elizabeth von Guttman and Alexia Niedzielski, model the collection alongside supermodel Amber Valletta.

The collection will be available in 150 stores worldwide and include items made of organic leather and silk, along with other sustainable materials. The clothes will all have CleverCare labels that provide cleaning instructions that are environmentally friendly.

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"H&M is proud of its sustainability work," Ann-Sofie Johansson, H&M's head of design, new development, explained in a statement. "Our Conscious and Conscious Exclusive collections show the breadth of possibilities with sustainable materials, and our new CleverCare labelling encourages our customers to join our mission towards a more sustainable future for fashion."

If this is the future of sustainable design, we like what we see. The glamorously boho edit of loosely flowing silk tops, embellished shift dresses, and color-pop separates is a far cry from the green-fashion stereotypes. And, with prices starting at $58 for a shirt, the wallet-friendly price point makes eco-friendly clothing a possibility for the masses.

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Click through to see the entire collection, and let us know what item has made it onto your spring shopping list.

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