Earth Day may not be until April 22nd, but H&M, Hennes & Mauritz, kicked off spring with a preemptive strike debuting its second Conscious Collection on April 4th, with a series of special events in San Francisco, New York City, West Hollywood and Miami last week. Hosted respectively by Jessica Stroup, Penn Badgley, Victoria Justice, and Jessica Lowndes with top DJ’s Hannah Bronfman & Mike Nouveau, Kissette, Jeffrey Tonnesen and Myles Hendrik, H&M proves that sartorial sustainability and looking incredibly chic need not be mutually exclusive! These are pieces you can feel good about both buying and wearing. And did we mention how affordable it is? In addition to the star-studded preview, organic passed hors d'oeuvres, and refreshments, guests who donated clothing (particularly party dresses or men’s suiting) also received 25% off their purchases.
On the heels of Vanessa Paradis’ sublime campaign of summer essential separates, this stunning collection (constructed from organic cotton, silk-like tencel, recycled polyester, and tulle) redefines the idea of eco-fashion with modern silhouettes in an elegant palette. So while emerald may be the 2013 pantone color, H&M is reasserting that it is so much more than a fast-fashion brand; in fact, they are going greener than ever with the unveiling of this new Conscious Exclusive Collection.
It’s apparent that H&M’s Conscious Collections are at the forefront of both fashion and sustainability, without compromising quality and price. Not only does the H&M Conscious Collective Initiative demonstrate exceptional innovation and pioneering; the company has raised the bar for other retailers, mass-market and independent alike, with a tremendous outreach potential to realize new creative heights without forsaking design, quality, aesthetic, and value—all while helping to save the environment! There were so many beautiful pieces that I was hard-pressed to limit my purchases to just three or four. And with price points ranging from $9.99 for a short sleeve printed top made of 100% recycled polyester to $199.99 for a strapless tulle dress, there is something to suit every budget and occasion!
Jessica Stroup who hosted the San Francisco launch said of the Conscious Collection “It’s red carpet ready, it's eco-friendly, it's sustainable and it's beautiful.” She added, “H&M's efforts for a more sustainable fashion future is what we need in today's society. People don't understand that there is so much going to waste, 95% of what people buy goes into landfills, and we could recycle it and we could reuse it and repurpose it. I think H&M being the first store to really do that is going to start a movement.”
According to their corporate website, the impetus for H&M's commitment to environmental efforts can be traced back nearly a decade to 2004, when they began incorporating certified organic cotton into children’s wear. The Textile Exchange’s Global Market Report on Sustainable Textiles indicates that, in 2010 H&M became the number one user of organic cotton worldwide. And H&M’s aim is for all cotton in their range to be sustainably sourced by 2020! The collection will be available in 25 stores in the U.S. H&M was founded in Sweden in 1947. Currently there are 269 H&M stores in the U.S., and more than 2,800 H&M stores in 49 markets worldwide.
For additional information, please visit http://about.hm.com/AboutSection/en/About/Sustainability.html