After a year of ethical false steps, just remember the organic cotton collection of the spring summer 2010 collection, H&M tries to regain a place in the "eco fashion" ranking with the new eco-friendly spring summer collection that will debut next April 2011.
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After a year of ethical missteps, just remember the collection in fake organic cotton from the spring summer 2010 collection, H&M tries to regain a place in the “eco fashion” ranking with the new eco-friendly spring summer collection that will debut next April 2011.
The H&M Conscious Collection woman-man-child, inspired by a minimalist but at the same time romantic look where the color of the White, it will all be done using eco-friendly materials such as organic cotton, the recycled polyester and Tencel ® (a cellulose fiber similar to silk, produced without the use of chemical additives and with low environmental impact) and each garment will have agreen label which will show i used materials.
As stated Ann-Sofie Johansson, Head of Design for H&M “It's not just about using organic cotton anymore, but with the Conscious Collection we have the opportunity to show a complete variety of what is possible using more sustainable fabrics in general”.
The collection strictly in white, which exudes purity and innocence, mix a design fresco, simple and comfortable but also romantic and bohemian where what is highlighted is the woman's femininity: floating skirts, dresses embellished with flounces, t-shirts with Broderie Anglaise and lace lingerie for the night. While for men, designers preferred white jackets, collarless shirts, printed t-shirts and five-pocket trousers. But there is no shortage of lace either for boys or girls.
A sustainable style collection a very affordable prices which will allow you to have a dress in your closet for very few euros, but one question comes naturally to us, namely which ones are actual work practices which allow H&M to sell its garments at such low prices considering the quality of the fabrics and the workmanship at this point. Perhaps the answer lies precisely in the origin, very often in fact these clothes come from clandestine workshops one of which caught fire last year, killing as many as 21 workers.
So undoubtedly eco-friendly and trendy garments but are you really willing to give H&M a second chance?
Gloria Mastrantonio
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