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Image / Fashion

H&M’s latest Conscious collection launches tomorrow


by Marie Kelly
25th Sep 2019
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The H&M Conscious collection makes sustainable shopping affordable and easy.


H&M is having a stellar season. The Studio collection, which launched at the beginning of this month, was one of our favourites here at IMAGE (I have four pieces from it so far), and now the latest Conscious collection looks set to be a winner.

To celebrate the collection’s 10th anniversary, this season’s offering has an unapologetically glamorous vibe, with an edit that includes a pink tulle gown, a velvet trouser suit, a rose-print jacquard dress and an exquisite 1920s-style embellished cape.

Rose-print jacquard dress, €179.99

Pink tulle gown, €199.99

Velvet tuxedo jacket, €129.99

For the first time, recycled brass, recycled zinc and a newly branded lyocell fibre made from waste cotton have been used. According to H&M’s creative advisor, Ann-Sofie Johansson, some of the innovative fabrics used in the Conscious collection are now being incorporated into the brand’s mainline collection, which is great to hear. This makes it so much easier to shop sustainably when the stores we love and are used to shopping in begin making sustainability part of their M.O.

This collection has Christmas partywear written all over it. But what I love most is that it will appeal to younger and older shoppers alike. The harlequin-patterned sequin mini skirt will attract a cool, clubbing crowd, while the velvet tuxedo jacket, above, is perfect for older women like me who want to invest in pieces with longevity. I’ll get so much wear from this jacket.

I also adore the cream ruffle shirt, below, and faux fur coat, bottom, which exudes luxury and comfort.

Ruffle shirt, €59.99

Faux fur coat, €149.99

Photographs H&M


Read more: Meet the young, cool creative reimagining traditional Irish knitwear

Read more: The Emmys 2019: Winners and the best on the purple carpet

Read more: Fashion Director’s cut: 5 sustainable (and remarkably sophisticated) pieces to add to your wardrobe

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