14 DAY TRIAL // The Swedes at H&M have been hard at work and after having been pinned down by Greenpeace for the toxic chemicals in their clothing, they are stepping into fall with a new, sustainable collection.
Every piece in the new Conscious Collection is made of more sustainable materials, from organic cotton or linen to recycled wool and organic hemp.
The silhouette is feminine and the pieces are luxuriously embellished, from the embroidered wool coats to the prettiest lace blouse, as well as floral print dresses and shoes.
There are also some exclusive home decor pieces made from more sustainable materials, including a printed throw and pillows.
The fall lineup takes inspiration from the “sweet romance of Swedish folklore,” according to Ann-Sofie Johansson, head of design at H&M. “The silhouette is feminine and the pieces are luxuriously embellished,” she says.
The Fall/Winter 2011-2012 Conscious Collection from H&M is already available in stores. You can take a sneak peak by watching the video above.