H&M's Conscious Collection

Eco chic to covet.

Wonder where your clothes are coming from? Jo Linehan examines H&M's new collection. H&M's Latest Conscious collection is a stunning marriage of beauty, utility, and sustainability..

What's to love about the H&M Conscious collection? That it is beautiful, wearable and aspirational first, and sustainable second. For too long, we've heard the holier-than-though siren song of sustainable clothing lines, only to be crestfallen when a collection appears, disappointingly dowdy and ill- fitting. ?Firstly comes fashion, always. Then you have to maintain the quality,"

Ann-Sofie Johansson, head of design at H&M, tells us. ?We work closely with our suppliers to achieve what we want, and each of them has to be certified in sustainability, from our code of conduct to our strict chemical restrictions list.?

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The 26-piece-strong collection launches this month with actress and humanitarian Olivia Wilde (appropriately) as its face. The floor-sweeping gowns and full skirts in exquisite hemp and linens, slim-line tuxedo jackets and cropped trousers in chic organic silks and leathers are about to cause as much anticipation as the high street megastore's designer collaborations.

The collection's ethnic influence can be seen in its judo belts and kimono sleeves, hand-drawn African prints and embroidered textures. A Tencel? jacquard bomber jacket and terracotta, ruffled Sayonara shift dress are stand-out pieces, but equally covetable are the delicate, woven earrings and chunky stack-heeled sandals. We may wait a while for the day when every piece in our wardrobe has the same moral foundations, but until then, this collection is a great place to begin.

Shop the products: 1: Kimono dress in lyocell. 2. Mulberry Silk Tuxedo Jacket. 3. Patterned Silk Blend Dress. 4. Long Beaded Dress

Follow Jo Linehan on Twitter @jo_linehan

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The full article is in the April issue of IMAGE on shelves now.

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