H&M has branded Conscious* as the name for all of the company’s work for a more sustainable fashion future. Conscious* Collections, Actions, and Products are at the core of the company’s corporate and fashion initiatives. The international fashion retailer is marking Earth Day by celebrating its certification by the Textile Exchange as the biggest user of organic cotton in the world. H&M also welcomes Earth Day this year by releasing a unique video featuring Head of Design, Ann-Sofie Johansson and Head of Sustainability, Helena Helmersson discussing the retailer’s Exclusive Glamour Collection and successful sustainable initiatives.
H&M’s Exclusive Glamour Collection and Conscious* fashion collection, now in stores in time for Earth Day, epitomizes the fusion between sustainability and fashion- using greener materials (such as organic cotton and hemp and recycled polyester) to create pieces reflecting the most popular of today’s latest trends. In keeping with H&M’s economic values, these collections remain within the H&M standard pricing- making high fashion and sustainable clothing accessible to all. “We want to make more sustainable fashion affordable and accessible to more and more people around our world- from the first idea to the choice of fabric,” says Johansson.
After the release of the company’s annual Sustainability Report last week, the 10th year of its release, it is clear more than ever that H&M is leading the way in eco-friendly fashion. The report highlights the international retailer’s sustainable triumphs which in addition to being the largest user of organic cotton in the world, include: reducing CO2 emissions by 5%, saving 400,000 trees by using reusable transport boxes, and saving close to 1,000,000 gallons of water by introducing water saving techniques in the production of denim at their suppliers’ facilities. H&M plans to continue to develop their green initiatives and in 2020 aims to have 100% of cotton come from more sustainable resources including Better Cotton, organic cotton and recycled cotton.
Shop the collection at select H&M stores
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