H&M Spring 2012 Conscious Collection

Earlier this month, H&M unveiled its plans to offer a new Conscious Collection in the hopes of establishing a more sustainable fashion future. Having already designed eco-friendly glamorous gowns for Exclusive Conscious, the innovative brand now spreads these practices on to their ready-to-wear offerings. The latest line at H&M utilizes various sustainable materials for garment production, including organic cotton, hemp, and recycled polyester. The new spring campaign for Conscious was photographed by the talented Terry Richardson among scenic tropical garden surroundings. George Cortina styled the well-known models, Constance Jablonski, EditaVilkeviciute, Toni Garrn, and KarmenPedaru, as they showcased pastel prints, soft pinks, and elegant lavender and lime dresses. The flirty quartet demonstrates the wearability and ease of the Conscious collection during the evening setting, making it impossible to notice that these fashionable ensembles are all made from sustainable materials. Shop these new looks and more at select H&M stores or visit the H&M website to purchase online.

To learn more about H&M’s efforts towards a sustainable fashion future, watch their video about the design process and which celebrities are catching the buzz from this exclusive collection. CREDIT: H&M
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