Sustainable fashion may be a buzzword right now but one high street chain was championing it long before the rest of the industry caught on.
One of the first high street labels truly engaging in the supply of sustainable fabrics is H&M, who have just launched their tenth Conscious Exclusive collection.
Embellished dresses, statement shoulder detailing and monochrome sequins are all key features of the H&M Conscious collection AW19, which is launching on 26th September.
The new collection, which is packed full of maroon, black, white and navy hero pieces made from recycled brass, waste cotton and recycled zinc TENCEL, marks H&M’s 10 years being committed to sustainability. Once again, the Conscious collection proves that beautiful fashion can be eco-conscious.
“The starting points for the AW19 Conscious Exclusive collection were mysterious masquerade balls that took place in the 1960s. We were thinking about dazzling, one-off events where the anticipation in the build-up only increases the pleasure,” says Ella Soccorsi, designer at H&M, about the new range.
H&M’s conscious collection has been at the forefront of the sustainable high street fashion conversation for several years now and luxury fashion houses are following its lead. Indeed, Gucci recently announced it’s going carbon neutral and Burberry is making major shifts towards becoming more sustainable.
“It’s vital that H&M keeps pushing the boundaries of future-facing fashion, proving to the world that glamour and sustainability goes hand in hand,” said Ann-Sofie Johansson, creative advisor at H&M.
If you can’t get enough of the 1960s theme, check out H&M’s collection with designer, Richard Allan, which launched last month.