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Breezy looks from H&M’s Conscious Collection

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Having followed the Spring/Summer 2011 shows back in September, we had formed an almost clear image in our heads of what the mood of the next season was going to be. To say that most of the collections shown in various fashion weeks were whitewashed would be an understatement, thus we thought, “Hey, Spring is going to be all fresh and clean and neutral!”

But look at the clothes at the stores now and you’ll find yourself asking where the heck all those colours came from.

So when we were alerted on H&M’s Conscious Collection, a line dedicated to sustainable fashion which features minimalist, tailored looks combined with romantic lace, Broderie Anglaise, frills and draping, we were finally convinced that white is back this Spring and those who are selling colours this season are just wrong.

“It’s not just about organic cotton anymore. The possibilities for creating a complete fashion statement with ecologically 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,” says Ann-Sofie Johansson, H&M Head of design.

“Shades of white are the season’s biggest fashion trend and it feels right for this collection. White creates a romantic feeling with lace and Broderie Anglaise, but is also the basic colour in a sporty, relaxed style and in a preppy tailored look for men.”

For years, the industry has been talking about sustainable style and how it’s going to help turn the business into one that is more concerned with what happens outside the impenetrable, “happy happy, joy joy” bubble of fashion. But this is the first time we’ve seen a retailer, whose influence over consumers – from Lanvin wearers to shoppers who stick to the racks marked “AED 29 and under” – is so massive, take the rather vague and ethereal concept and turn it into something people like you and me will understand and consider a practicable component to integrate into our daily lives. Kudos to H&M.

The Conscious Collection is a continous collection that will feature at different times and within different ranges. These Spring styles will be available at all H&M stores from April 14, so mark your calendars, but until then, check out the entire collection, plus price list here.

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