H&M Gets Eco with Conscious Collection

H&M Conscious Collection

Photos courtesy of H&M

The great white way: A sneak peek at the Conscious Collection ad campaign from H&M.

Being an earth girl just got a little easier.

H&M is going green with the impending April 14 launch of its new eco-friendly Conscious Collection.

In contrast to last year's vibrant, floral-heavy Garden Collection, Conscious will feature organic cotton and linen, Tencel, and recycled polyster garments in soothing shades of white.

Encompassing womenswear, childrenswear, and menswear, the line will boast touches of romantic lace, broderie anglaise, frills and draping, with highlights including a sundress with scalloped edging and summer-perfect shorts.

“It’s no longer just about organic cotton," Ann-Sofie Johansson, H&M head of design, says in a press release.

"The possibilities for creating a complete fashion statement with eco-smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics.

“Shades of white are the season’s biggest fashion trend. White creates a romantic feeling with lace and broderie anglaise, but it is also the basic color in a sporty, relaxed style and in a preppy tailored look for men.”

It's not the retailer's only sustainable-minded venture. They've also teamed up with Swedish Hasbeens on an eco-friendly line of shoes.

Mother Nature must be so proud!