The Tom & Lorenzo Archives: 2006 -2011

H&M Conscious Collection

Sustainable frills.



Hey, you guys. Remember in that hazy period pre-Oscars when Natalie Portman wore that H&M dress to that weirdly named party?

Natalie Portman attends Vanity Fair Campaign Hollywood 2011's
Richard Mille Toasts Fox Searchlight Films in Hollywood, California.

Remember? The Rose Nylund shoes?

Well, that was a little preview of H&M's soon-to-be-available "Conscious" collection. Let's listen in:

"Sustainability is a long term trend at H&M and this April as part of the focus on sustainability H&M will introduce the Conscious Collection – The collection which is for women, men and children is made from enviromentally – adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping.
The Conscious Collection will be on sale in all H&M stores from 14th April.

“It’s not just about organic cotton any more, 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,” says Ann-Sofie Johansson, H&M Head of design."


Intéressant! However it's not for us to discuss the environmental value here. We'll leave that up to important people in glasses and turtlenecks. We're here to talk about the style.









Pretty. You couldn't find a better example of how runway trends filter down the retail scale. All of this frilly, white, lacey, nightgowny stuff was sent down the runway last fall:

Spring 2011 Collections
Dolce & Gabbana, ADAM, Ralph Lauren Andrew Gn


And interpreted to the consumer level:




















As always, H&M positions itself to get the latest trends into the hands of the public at a price point most of them can afford. For the gal who wants to stay up on the latest or for a gal who simply loves to wear romantic, lacey, feminine clothes, the collection's loaded with wearable and pairable pieces. As we said, we can't speak to the environmental worth, but they get an A for style.


[Photo Credit: hmconsciouscollection.com]


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