The wait is almost over, H&M’s new sustainable fashion collection, ‘Conscious Exclusive‘ will hit stores on 10 April 2014.
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 as well as online. Inspired by the drama and romance of flamenco and Spanish bullfighting, the range features higher-quality, better-for-the-planet fabrics made from organic cotton, hemp, Tencel and silk, along with other sustainable materials as well as, for the first time, vegetable-tanned leather from cows bred for organic meat production in Sweden, and silk cultivated in organic mulberry plantations. Spokesmodel Amber Valletta will also feature select pieces on her “Master & Muse” marketplace on Yoox. The clothes will all have CleverCarelabels that provide cleaning instructions that are environmentally friendly such as “lower the temperature when washing” and “line-dry more, tumble-dry less.”
Images credit H&M
“H&M is proud of its sustainability work,” said Ann-Sofie Johansson, H&M´s head of design, new development. “Conscious and Conscious Exclusive show the breadth of possibilities with sustainable materials, and our new Clever Care labeling lets our customers join our mission towards a more sustainable future for fashion.”
To toast the unveiling, H&M and Ever Manifesto came together to publish Ever Conscious, a one-shot magazine with a cover by Carsten Höller and interviews with more than 20 environmental and cultural movers and shakers, including model-activist Lily Cole, musician-entrepreneur Pharrell Williams, and chef Daniel de la Falaise.
These are the necessary steps big retailers need to be taking in order to make sustainable fashion mainstream and we applaud H&M for this move. And, with prices starting at £34.99 for a shirt, the wallet-friendly price point makes eco-friendly clothing accessible for the masses.