It seems that the people behind H&M have directed their attention towards the environment in the attempt of supporting sustainability. This concept has been highlighted by environmentalists for years now, and H&M is trying to do something about it through the launch of the new H&M Spring 2011 Conscious Collection.

Sustainability is trying to promote environmental protection and the conservation of non-regenerable materials, so that future generations will be able to enjoy all that Earth has to offer. In this respect, green materials are being promoted, such as organic cotton and recycled polyester, and H&M’s newest collection which is set to be launched on April 14, 2011 is trying to combine style with sustainability.

Ann-Sofie Johansson, the head of design for H&M said about the collection:

“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”.

The Conscious Collection looks absolutely amazing as it mixes fresh and breezy designs with organic fabrics, making the collection perfect for the spring-summer season. In spring 2011 the newest trends in fashion are promoting simplicity and chicness; the majority of the designs being a highlighter of femininity. The designers for the H&M Conscious Collection have taken all these details and transposed them into a fabulously chic and breezy fashion collection. The designs embrace femininity and give you that adorable, comfortable and chic look you’ve been craving for.

The hottest thing in the 2011 spring-summer season is color and on top of the color pyramid is the color white. So many designers have fixated this color as the focus of their collection and we can easily observe why: white exudes innocence, purity, style and more importantly, it is a color which allows your body to feel comfortable during those hot summer days. Dolce&Gabbana, Michael Kors, Cynthia Steffe, are only a few important designer names which have put white in the spotlight of their collections.

The fashion collection is wrapped in a very soft and romantic feel, even though sophistication is not a key element of the designs. Lovely loose dresses, tunics which give you a more bohemian flair, floaty skirts, cute shorts, trousers and the oh-so-popular blazer are the elements which contribute to the beauty and style of this green fashion collection.

To spice things up and make the collection more balanced, clearing it from the too simple-too boring zone, lace and English embroidery details have been introduced, aiding the elegance of the designs. The collection doesn’t feature fabulous fashion items only for women, but also for men, so prepare yourself for the time this eco all white fashion collection hits the shelves!

Do you feel tempted to purchase any of the items featured in the collection?

Photos courtesy of H&M