“Eco-chic” is what I’m going to coin this on-going movement to make fashion more earth friendly. The newest pioneer of this campaign is clothing brand, H&M alongside Vanessa Paradis. This spring H&M will be launching, Conscious, a more sustainable garment collection. This is all a part of H&M’s goal in ensuring a more “sustainable fashion future” by creating items made from Conscious materials.
The collection includes clothing for men, women and children as well as a line of accessories. These cheerful floral prints are reminiscent of spring. Clothing items include styles like floor-length dresses, cropped jumpsuits, and tropical print T-shirt dresses. Men can choose from blazers to Ikat print shorts and shirts, and there are a variety of fun prints for children.
The Conscious collection is made from sustainable materials and fabrics such as recycled polyester, organic cotton and Tencel. Tencel, also known as lyocell, is a natural material “made with wood pulp from sustainable tree farms” and manufactured to create an eco-friendly textile.
“I like being part of something like the Conscious collection at H&M,” said Vanessa Paradis. “I try my best to shop consciously, and vintage is very much part of my wardrobe. I love the style and it works in an eco-friendly way because I like to use and reuse old clothes.”
Along with this campaign, H&M customers are encouraged to bring unwanted clothing items from any label to select H&M retailers. In exchange for each bag, customers will receive an H&M voucher to a maximum of two bags per customer per day. H&M is the first store to establish garment return on this scale. This is all in an effort to prevent clothing from ending up in landfills, and find an alternative method for them.
The collection will be available in H&M stores and online from March 25.
– Jamie Wilson
Source: H&M, the-eco-market; Images: H&M
See the Top Ten Summer 2016 Trends for Women Over 40