Using environmentally friendly materials, H&M is constantly looking to make products with an added sustainability value and tries to offer its customers fashion and quality at the best price. Besides, the famous Swedish retailer has always been aware of how our actions can affect people and the environment. Using greener fabrics, the new Conscious Fall 2011 collection is part of the H&M’s actions for a more sustainable fashion future.
“For H&M, sustainability is a natural part of doing business in a globalised world. Stable purchasing and sales markets, in which people are treated with respect and resources are used responsibly, are essential to our business model. Naturally, we have to play a role in making this business context a reality,” Karl-Johan Persson, CEO H&M Hennes & Mauritz AB said.
The retailer has launched its latest Conscious Fall 2011 Campaign starring top models Caroline Brasch Nielsen and Frida Gustavsson. The collection includes a gorgeous parade of season-appropriate pieces. Gently flared skirts with printed patterns, pretty embroidered blouses, knee-length figure-fit dresses, chic knitted cardigans, short jackets with decorative beaded embroidery details, elegant coats, pattern-knit jumpers, all made in organic and recycled materials. There are also some cool, fashion-forward accessories like knitted hats with decorative braids and floral appliqué details, cozy knitted scarves, but also floral printed ankle boots, high platform shoes in patterned satin, and handbags in silk and organic hemp with a print pattern, handle and imitation leather shoulder strap.
Speaking about fall 2011 fashion, H&M’s head of design, Ann-Sofie Johansson said that, “This time of year, I like soft, warm clothes that work easily for indoor and outdoor life. I like to look chic, but in a loose and relaxed way. Knitted grandpa leggings go perfectly with a minidress or buffalo-check tunic, and black jeans are good-looking and easy to wear with a grandpa top and sleeveless blazer.”
More than a trend, the eco-friendly approach on fashion implies responsibility and a whole new, healthier attitude when it comes to consumerism. Recently, designers started providing super-stylish yet environmentally-conscious collections. Moreover, with H&M you have access to covetable yet sustainable looks without having to break the bank.
Photos courtesy of H&M