In addition to H&M’s already impressive range of organic cotton (they’re the biggest users of this eco-aware fabric in the world, don’t you know) and the fact that they’ve been fashioning cool but conscious collections for some time now, today marks a real milestone in the Swedish high street chain’s attempt to go green. Right now in H&M stores across the globe, you’ll be surprised to find not only a red carpet collection, but a conscious one at that… You can scroll through the entire range, complete with celebrity fans, above!
H&M's 'green' gowns are online NOW!
As Grazia Daily has previously reported, this high fashion and highly moral H&M line has already basked in some A-list glory as part in Colin Firth’s wife Livia’s green carpet challenge. As well as launching Eco-Age.com on Yooxygen - a new website dedicated to brilliantly sourced sustainable fashion – the film-producer-turned-eco warrior has manged to persuade Tom Ford, Valentino and Armani into creating sustainable but suitably red carpet appropriate dresses, but H&M is the only mass market label to get involved so far. The collection consists of flirty frocks and more dramatic gowns (our favourite being the £59.99 split-to-the-thigh chartreuse maxi), manufactured in organic cotton, hemp and recycled polyester. Now, before you wince at the word ‘recycled’ or ‘hemp’, remind yourself that these glamorous but guilt-free get-ups have been chosen (over anything else!) by the A-list likes of Michelle Williams, Viola Davis, Amanda Seyfried and Kristin Davies. And if it's good enough for those ladies, it's certainly good enough for us.
H&M's current trend-ticking conscious collection if full of fab tropical prints
Not so long ago the idea of sustainable fashion conjured up instant turn-offs like hemp sack dresses or tie-dyed Ali Baba pants, but conscious brands – from every level, designer to high street - are on the rise. Many eco-aware designers have realised that it’s not necessarily the ethical slant that’ll draw the style-savvy crowds in, it’s the products. So as well as Stella McCartney visibly leading the way with her sustainable fabrics and (sexy) vegan shoes, Sophia Kokosalaki will soon be launching an ethically conscious capsule range on ASOS called Kore and the website’s exsisting Africa range is top notch trend-ticking stuff. We’ve noticed a real rise in upcycling (using existing clothing to create new pieces), but it’s high fashion labels like Edun (designed by Bono’s wife Ali Hewson), Suno, Henrietta Ludgate and Ada Zandition that are leading the way. Many more brands such as Tommy Hilfiger and Vivienne Westwood are following suit, and starting to dip into the sustainable sphere with dedicated sub ranges or accessory lines. Watch this space ladies, sustainable fashion just got serious.