The wait is finally over: H&M’s sustainable fashion collection, Conscious Exclusive, hits stores this week. The eco-fashion line is the brainchild of the Swedish retailer and eco-design think tank EVER Manifesto, whose founders, Elizabeth von Guttman and Alexia Niedzielski, model the collection alongside supermodel Amber Valletta.
The collection is available in 150 stores worldwide and includes items made of organic leather and silk, along with other sustainable materials. The clothes will all have CleverCare labels that provide cleaning instructions that are environmentally friendly.
“H&M is proud of its sustainability work," Ann-Sofie Johansson, H&M’s head of design, new development, explained in a statement. "Our Conscious and Conscious Exclusive collections show the breadth of possibilities with sustainable materials, and our new CleverCare labelling encourages our customers to join our mission towards a more sustainable future for fashion."
If this is the future of sustainable design, we like what we see. The glamorously boho edit of loosely flowing silk tops, embellished shift dresses, and color-pop separates is a far cry from the green-fashion stereotypes. And, with prices starting at $12.95 for a shirt, the wallet-friendly price point makes eco-friendly clothing a possibility for the masses.