H&M's Spring 2011 Conscious Collection: Eco Fashion Breezes into April


H&M is making good on its promise to continue expanding their commitment to using sustainable fabrics. Their upcoming Spring, 2011 collection, Conscious Collection is the follow-up for Spring 2010’s Garden Collection. Utilizing organic cotton, Tencel, and recycled polyester, the all-white collection means that it will work with everything from denim to silks.


“It’s no longer just about organic cotton. 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,” says Ann-Sofie Johansson, H&M head of design. “Shades of white are the season’s biggest fashion trend. White creates a romantic feeling with lace and broderie anglaise, but it is also the basic color in a sporty, relaxed style and in a preppy tailored look for men.”





Photos: Courtesy of H&M

Starre Vartan is founder and editor-in-chief of Eco-Chick.com and the author of the Eco-Chick Guide to Life. She's also a freelance science and environment writer who has published in National Geographic, CNN, Scientific American, Mental Floss, Pacific Standard, the NRDC, and many more. She lives on an island in Puget Sound with her partner and black cat. She was a geologist in her first career, and still picks up rocks wherever she goes.