The H&M Conscious Collection has an official aunch date of Thursday, April 14, but has been spotted trickling in early at stores in several cities, including Boston and New York.
The line is an ongoing collection of eco-friendly pieces for women, men, and girls consisting of mostly feminine silhouettes in white, ivory, and blush tones. Pieces are made from environmentally adapted and sustainable materials, such as organic cotton, Tencel, and recycled polyester (billed as "recycled fabric").
Much of the line has a romantic sensibility, with flowing sleeves and floaty skirts edged with lace and ruffle details. A few pieces, like the white blazer and pant, the organic cotton denim jacket and vest, and the men's line, are more tailored, with a minimalist asethetic.
The Conscious Collection will be featured at H&M at different times during the year and in different forms. The spring collection that hits stores this week is a follow-up to last year’s Garden Collection, which also focused on sustainable style.