Swedish retail chain H&M usually makes headlines with its designer collaborations, which in the past year ranged from Jimmy Choo to Sonia Rykiel, but this coming March, the brand has a different ace up its sleeve: the organic, yet stylish “Garden Collection“.
While “ethical fashion” has been resounding throughout the land for quite a while – Emma Watson’s line for People Tree or Louis Vuitton’s stake in Bono’s sustainable Edun label are recent examples of its popularity – sustainable clothing is still fighting its “treehugger” image.
H&M is trying to change that notion by incorporating this spring’s key trends, such as florals or hippie chic, into its organic fashion line that includes a chiffon dress from recycled polyester, a pinafore dress in organic cotton, shorts in organic linen, or a jumpsuit made from the natural fibre Tencel, which has become one of the most popular materials in eco-fashion.
“All the garments have been produced using sustainable materials or using recycled PET bottles or textile waste,” read a statement released by H&M.
The Garden Collection will be available from March 25 in international H&M stores.
The liveeco team
