I saw the news of the new H&M Conscious Collection. I didn’t think much of it until I saw this campaign shot. I need this dress, it’s just got summertime written all over it. I think the snow is already getting to me.

Sustainability is a long term trend at H&M and this April as part of the focus on sustainability H&M will introduce the Conscious Collection – The collection which is for women, men and children is made from enviromentally – adapted and greener materials such as organic cotton, Tencel® and recycled polyester. H&M’s designers have been inspired by different shades of white, one of the most important colours this Spring. A minimalist, tailored look is combined with romantic lace, Broderie Anglaise, frills and draping. The Conscious Collection will be on sale in all H&M stores from 14th April.

“It’s not just about organic cotton any more, 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,” says Ann-Sofie Johansson, H&M Head of design.

I poked around at the other offerings and I found myself liking some pieces with these dresses being my favourite. The are made from recycled polyester and range from $24.95 – $59.95. The skirt is organic cotton and retails for $24.95.

images: courtesy of H&M