Concrete Flower: 110207: H&M Conscious Collection / Faves

It’s good to see H&M doing more and more environmentally responsible efforts. They’re nowhere near perfect, of course, but this new Conscious Collection shows a long term commitment to using more sustainable materials (read more about that here) such as organic cotton, Tencel and recycled polyester.

Concrete Flower: 110207: H&M Conscious Collection / Faves

“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’s Head of design.

These are my faves from the Conscious Collection (I must-must-must have those crochet shorts!), which will be available in all H&M stores starting April 14.

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