H&M’s 2012 Conscious Collection

Hitting stores in just two weeks time, H&M furthers their ‘Green Fashion’ initiative by releasing the second year installment of their eco-friendly Conscious line, focusing on sustainable sourcing and organic materials such as organic cotton and hemp as well as recycled polyester. And to top it off, they’re making Eco FashionGlamorous‘.

This year the fashion retailer are including Red Carpet inspired formal attire along with the standard green-themed tees and sundresses. Speaking of Red Carpet, celebrities have been promoting the line on the sly without you even noticing!  For example, you might have recognized the blue short suit set on Amanda Seyfried quite recently.  Michelle Williams has also been snapped wearing a custom H&M gown that will be featured as separates in the collection. I’ve selected a couple of looks that have impressed me (see above) but the full lookbook can be seen via TeenVogue. The collection launches in stores on April 12th but is limited to 100 stores, worldwide. So for the mean time, have fun plotting your speed-shopping raid strategy and I’ll see you in the queue!


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