Last week H&M announced that they will be launching their Exclusive Glamour Conscious Collection in select stores around the world next month. Many may already familiar with he collection after seeing it grace the red-carpet with Amanda Seyfried and Michelle Williams.
The collection will be fabricated using sustainable material, including: 100% organic cotton, hemp, recycled polyester, and is said to be in stores starting April 12. While the number has not been confirmed it is rumoured that the collection will only hit around 100 stores H&M across the globe — with certain looks also being sold online. Notable looks from the Eco endeavour : a blue tuxedo blazer and shorts worn by Seyfried at the London premiere of the film In Timeand and the lovely apple green embroidered dress custom made for Kristin Davis’s event with Vanity Fair in Los Angeles. Michelle Williams got loads of press for wearing her custom tonal H&M gown at the BAFTAs earlier this year in London. This move by the retail giant follows Franca Sozzani, editor-in-chief at Italian Vogue, stating her “concrete commitment” to the environmental sustainability with the Green Carpet Challenge Initiative (created by producer Livia Firth and UK journalist Lucy Siegle in 2009) that is pushing for designers to create red carpet fashion with eco-friendly fabrics.
Already a number of eager designers have began to make a difference with the Oscars red carpet including best actress winner Meryl Streep’s gold draped Lanvin dress made out of eco-certified sourced fabric and Firth’s red Valentino gown made of recycled polyester sourced from plastic bottles.
Expect neon brights and technicolour florals. “The collection showcases the diversity of what is now possible in greener fashion,” says the Swedish retailer in a press release,”with outfits in different styles reflecting the variety of today’s red-carpet fashion.”
Images via ecouterre.com
