H&M Conscious Collection Spring/Summer 2011

The H&M Conscious Collection is presented by Emily Zak, Executive Retail Editor of Vogue UK, Dilys Williams, Director of sustainable fashion at the London College of Fashion and Catarina Midby, Trend Coordinator at H&M. The Conscious Collection is for women, men and children and is made from sustainable materials (organic cotton, Tencel® and recycled polyester).

If you watch the video above you can see how beautiful some of the pieces look. There are jeans for the guys and a denim jacket for the girls, both in white recycled denim. The Conscious Collection will be on sale in all H&M stores from 14th of April 2011. I am really excited for this to be available! I definitely want to check it out.


  1. On the H&M Website they say that white is the trend for this season but really, isn’t it one of the spring-summer trendy color every year?
    This is bull****, the reason why it is shades of white is because it is difficult to have a lot of ranges of colours when it comes to organic/environment friendly textile. You can’t make as much colours naturally as you can with chemicals. Plus, organic fabric are coming in different ranges of beige, creamy colours because the fibers are natural and not treated. Plus, it would have been more expensive to dye the clothes anyway and the white colours gives an idea of something natural.

    Finally, they speak about the environment but what about the people making the clothes? I went to H&M this afternoon and the shop window was all about the sale. I had to go upstairs to find out that the conscious collection was there.
    How come they have ┬ú9.99 new collection jeans (not on sale) in the shop and at the same time advertise for a “conscious collection” isn’t it contradictory.
    All people see is the price but do you really know what cheap cost for people on the other side of the planet?

    To resume, this is just some PR crap, they don’t care about the environment (because if they did, all their clothes would be environmental friendly) and they don’t care about the people. All they care about is that you spend your money in their shops.

    I am NOT just an angry person or working for the competition because they pretty much all do the same. I am just a fashion management and marketing graduate, I have worked in mass market brands like Uniqlo and Luxury brands like Chanel so I know that there is some serious issues about how the clothes are produced in EVERY COMPANY.

    What does it have to take for people to wake up? a fashion version of a movie like Blood diamonds?

    My advice, think twice when you buy and don’t hesitate to raise your voice for what you believe is right.


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