H&M offers sustainability and fashion, not one or the other. Watch Ann-Sofie Johansson, Head of Design at H&M and Helena Helmersson, Head of Sustainability at H&M talk more about fashion and sustainability.
http://www.youtube.com/watch?v=A9nDkoKpIys
The Swedes at H&M have been hard at
work and after having been pinned down by Greenpeace for the toxic
chemicals in their clothing, they are stepping into fall with a new,
sustainable collection.
Every piece in the new Conscious
Collection is made of more sustainable materials, from organic cotton
or linen to recycled wool and organic hemp.
The silhouette is
feminine and the pieces are luxuriously embellished, from the
embroidered wool coats to the prettiest lace blouse, as well as floral
print dresses and shoes.
There are also some exclusive home decor pieces made from more sustainable materials, including a printed throw and pillows.
The
fall lineup takes inspiration from the “sweet romance of Swedish
folklore,” according to Ann-Sofie Johansson, head of design at H&M.
“The silhouette is feminine and the pieces are luxuriously embellished,”
she says.
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