The Conscious Collection, for men, women and children, is made from sustainable materials including organic and recycled fibers, H&M said. The collection will be on sale in all H&M stores from April 14.
Items in the collection will include blouses, tunics, T-shirts, dresses, skirts, blazers and trousers. These will be made from organic linen, polyester recycled from PET bottles and textile waste, and Tencel – which H&M describes as a “silky, renewable material produced with minimal environmental impact”.
H&M said its designers have been inspired by different shades of white, a trendy color this spring. The collection combines a minimalist, tailored look with romantic lace, frills and draping for women and both “sporty” and “preppy” looks for men, the retailer said.
“It’s not just about organic cotton any more. The possibilities for creating a complete fashion statement with eco-smarter materials are huge now,” head of design Ann-Sofie Johansson said. “By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics.”
Last month the clothing chain unveiled Waste, a new line made completely of left-over pieces from their Lanvin collection.
H&M has sought to repair its environmental credentials after being caught destroying new, unsold garments. After that news broke in January 2010, the retailer pledged to donate all unsold clothing to charity.