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Whenever someone tells me that ethical fashion is ugly, I point them right in the direction of H&M Conscious Exclusive - and trust me when I say they change their tune pretty much instantly.
You see the sustainable offering by high street fave H&M is nothing short of beautiful, offering premium pieces exquisitely crafted from recycled fabrics and plastics, such as polyester and linen.
Now in its seventh offering, the H&M Conscious Exclusive 2018 collection has introduced ECONYL® and recycled silver to the line. ECONYL® has been woven into a delicate sheer fabric with dramatic embroidery, which features on a lace wedding dress and dark blue mini dress, while the recycled silver appears in the delicate Arts and Crafts jewellery designed to go with the collection.
'The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and ECONYL® is a 100% regenerated nylon fibre from nylon waste that support clean oceans. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results,' says Ann-Sofie Johansson, creative advisor at H&M.
The stand out piece and my personal favourite though is this floaty printed maxi dress which is pure #ootd perfection. It's green for starters, and the print is a modern twist on the floral trend (it was inspired by from the creative home of 19th and early 20th-century Swedish artists Karin and Carl Larsson).
And at £120, it looks so much more expensive than it is. Also in the collection are a pair of go-with-everything black mules and a printed midi dress in the colour of the new season: green.
Here is also a sneak peek of the campaign, shot by fashion photographer Mikael Jansson and starring Aamito Lagum, Giedrė Dukauskaitė and Christy Turlington Burns, model and founder of the maternal health organisation Every Mother Counts.
The collection launches on 19th April.
I'll see you there.
