Fast fashion chain H&M launched its second “Conscious” collection, the ‘Conscious Exclusive’ collection, last week in New York City, marking the brand’s continued efforts to create sustainable clothing.
The chic pieces seem more red carpet than eco-friendly — so it’s hard to believe the pretty partywear is made from recycled polyester chiffon and organic cotton. Live Eco lusts the tulle dress, pictured above.
“We wanted great fashion with the added bonus of sustainable materials,” Catarina Midby, head of fashion and sustainability at H&M, told the Daily News.
The Swedish chain hosted a launch party at H&M’s Fifth Avenue flagship store last Thursday night.
H&M’s focus on green fashion actually began in the ‘90s, Midby said, when the brand launched their first line using organic cotton.
“But ecology was more of a trend at the time,” she said. “Now it’s a long-term commitment. Material production is a big part of the environmental impact of a garment.”
The H&M “Conscious Exclusive” collection has already gotten a thumbs up from the celebrity crowd. “Gossip Girl” star Penn Badgley attended Thursday’s launch in New York, and actresses Michelle Williams, Helen Hunt, Emmy Rossum and Chloe Grace Moretz have been spotted wearing “Conscious” gowns.
The collection includes flirty cocktail dresses, romantic evening gowns with bold embellishments and tailored suits, as well as several pieces for men.
“The inspiration was retro, movie star, kind of Hollywood,” Midby said.
Prices for the ‘Conscious Exclusive’ collection range from $34.95 to $299, excluding some lower-priced accessories.
