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Launching April 14th—and what looks like the definitive collection of every iteration of little white dresses imaginable—it's the H&M Conscious Collection, an ongoing range of women's, men's, and kid's wear constructed of greener and eco-friendlier materials including organic cotton, organic linen, recycled polyester, and Tencel, a renewable material that's produced with minimal environmental impact.
"It's no longer just about organic cotton," said H&M's head of design Ann-Sofie Johansson in a statement. "The possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what's possible using more sustainable fabrics."
What H&M have come up with is actually quite beautiful. The predominantly white-and-beige range features dreamy sundress and garden party silhouettes that wouldn't seem out of place at any number of balmy summer weddings or romantic picnics in the park. "Shades of white are the season's biggest fashion trend," Johansson said. "White creates a romantic feeling with lace and broderie anglaise, but it is also the basic color in a sporty, relaxed style and in a preppy tailored look for men."