Sustainable spring fashion

Head of Communications at H&M, Vibeke Holann.

H&M has launched its Conscious collection for the third year in a row, and the clothing giant is finding that more and more customers are appreciating more sustainable fashion.

- "The combination of being able to buy clothes with more sustainable materials and the latest fashion makes customers choose clothes from the collection," says Vibeke Holann, Head of Communications at H&M.

Environmental profile
H&M Conscious is about producing fashion in an environmentally friendly way and increasing the use of organic cotton and other more sustainable materials, explains Holann.

- "The concept represents our long-term work towards more sustainable fashion. We are always looking for new ways to reduce our impact on the environment, in our daily activities, by supporting local communities and by launching more sustainable collections," says Holann.

Spring fashion
The Head of Communications also gives us a quick tour of the catwalk:

- The spring womenswear collection includes pastel and plaid tunics, waffle seam tops and sun dresses in 100% organic cotton. The Divided collection includes floral tops and printed t-shirts in 100% recycled polyester and shorts in recycled cotton.

- For men, the preppy trend is evident with pale pink, gray, blue and white crew neck t-shirts, striped singlets and fitted shorts. For a more dressed-up style, there are shirts with checks, block colors or leaf prints, trousers with leggings in more sustainable cotton and polyester. Accessories include belts, sunglasses and cotton espadrilles.

- "The kids have their own preppy pieces, such as striped t-shirts and khaki chinos, as well as summer pieces like floral waffle-stitched dresses and printed tops," says Holann.

See more about H&M Conscious at www.hm.com/conscious