Once upon a time, maintaining an ‘eco-friendly’ wardrobe meant sacrificing style for sustainability, with scratchy hemp dresses or charity shops the only options for the environmentally minded dresser. But now, with eco-friendly labels like Edun and initiatives like Esthetica at London Fashion Week, more brands are creating clothing with a conscience.
Now, H&M are bring sustainable fashion to the high street, with their new Conscious collection. Inspired by Swedish folklore, each piece is made from sustainable materials, from organic cotton to recycled wool, and the result is a romantic, entirely covetable collection, featuring a feminine silhouette, and luxurious embellishment.
This being H&M, the pieces are fashion forward, incorporating key autumn/winter 2011 trends - winter florals, pencil skirts, Victoriana, chunky knits - but it’s the gorgeous printed shoes, bags and romantic lace pieces that really caught our eye.
The Conscious collection will be available to buy exclusively online and from the H&M shop-in-shop at Selfridges from Thursday 6 October 2011. Can’t wait until then? Then take a look at a few of our favourite pieces from the collection…
Lace skirt £34.99, Lace dress £49.99
Floral bag £34.99, Floral shoes £34.99
Green floral dress £39.99, Floral ankle boots £39.99