Green and Fabulous: The H&M Conscious Collection Lookbook

For all those who think that eco fashion equals dull.
For all those who think low-cost style equals cheap.
For all those who think sustainable means colourless hemp potato sacks.

Check out the new red-carpet looks from H&M's Conscious Collection...and prepare to change your mind.

At select stores, online and very much in my closet from 4 April.

Pictures from Refinery29


  1. I love the black and lace dress and the bottom cream one. Eco fashion appears to rock!

  2. Il primo abito è fantastico, ma è di H&M anche quello??? Lo voglio assolutamente!!!!

    1. sí sí! H&M! é della linea tipo red carpet o qualcosa, ma sempre Conscious Collection!

  3. Sorry to be a bummer, but H & M's use of cotton picked by slave-labour in Uzbekistan is far from cruelty free. I'd urge the author of this blog to look at the below link, and remove this post. I understand your primary concern is animal cruelty, though I'd imagine your compassion extends also to school-age children being forced into the fields to pick at harvest-time, not to mention teachers, doctors and nurses who all face the sack if they do not do likewise.




    1. You're not a bummer - you're just providing a different side to the story, which is greatly appreciated.

      I agree that H&M is far from perfect and I AM VERY MUCH AGAINST child labour. However, this post will stay where it is - on an eco-vegan blog. Just because I don't agree with certain things a brand does, it DOES NOT mean I will not write about them. I also feature vegan items from high-end designers that otherwise do sell fur (and please do not think luxury brands do not engage in child labour!) and I work with and for companies that sell fur and leather. Boycotting everything is not the answer - putting across a positive message is.

      On this blog, I talk about animal rights and green living (among other things) and I am a fashion writer and editor not to mention a big supporter of low-cost fashion, so how can I not write about a green collection from one of the world's biggest low cost retailers? I think the issue you bring up is very important and no one should close their eyes to it. However, this is a blog that mainly focuses on other things - hey, there's only one of me and one person cannot possibly stand up for everything. I support H&M - and always will - for many reasons: they're Swedish like me, they are low cost (unlike "luxury" brands that make you pay thousands for exactly the same polyester made-in-China stuff) they collaborate with amazing designers and celebrities, their sense of style is beyond amazing...and they stand up for the environment. Hopefully, they and other brands will soon face the responsibilities that you mention.

      About child labour - this is what H&M has to say:


      And this is H&M's sustainability report (from Ecouterre, a source I trust):


  4. That's a pity - it is possible to be concerned with more than one form of oppression at once. They're being Swedish is beside the point - at its extreme (and slavery is pretty extreme-just ask the slaves) that argument could be used to support any number of despicable practices ('they may be enslaving someone, but damnit, they're Swedish and so am I, so what hell! Hey, check out their shiny new dresses!')

    Furthermore, H & M's use of its vast corporate resources to present its side of the picture barely hides the fact that it is still enabling arcane human rights abuses. If only low-wage workers and slaves had the same resources at their disposal to plug their side of the story. Unfortunately, now that you are aware of this 'very important' issue, yet continue to support H & M, you have 'closed your eyes to this issue'. I always suspected beauty isn't something you can buy at discounted prices in homogenous megamalls - thanks for the reminder.

    1. Hi again, Anonymous. I very much appreciate your input and the points you make are very valid. Nevertheless, it never ceases to astonish me how, when you're female blogger that sometimes discusses fashion, you will inevitably at some point be ridiculed, dumbed down and belittled by anonymous voices. Who said anything about "shiny dresses"? If there's anything in this conversation that's "beside the point", that remark was it.

      I support Swedish fashion for many reasons. One of them is that I am darn proud of my country's long-lasting commitment to research into ethical practices in fashion. I also admire Sweden's force in championing new designers and fostering creativity in fashion. I will always support Swedish fashion, including low-cost, which is close to my heart for various reasons.

      Boycotting something is not my way of going about an issue. Spreading a positive message is. So I will continue to support the brands I support, all while trying to shop as ethically as I can - in all aspects.

      However, I have taken your comments to heart and am thinking of contacting H&M and voicing my concerns on the feedback this post has gotten. Human rights is a very important cause and brands need to know what their customers think.

  5. Hi Sascha

    It's gratifying to see you're open-minded about working conditions along H & M's supply-chain. I hope you do see your way to adding your voice to the growing wave of global condemnation of their questionable relationship to tainted products. Perhaps the strongest way you can do so is to tell H&M you will no longer publicise their products should they continue to source them inhumanely? ;)

    I suspect your statement that 'boycotting something is not my way of going about an issue' is a little reckless, in light of your obviously genuine support for an organisation that heavily promotes the boycott tactic, ie PETA. I seriously doubt you'd be seen dead wearing a freshly clubbed mink-coat, right? Personally I too have reservations about boycotts, and prefer action at the point of production. But if boycotts worked for Rosa Parkes, MLK and Mandela, maybe they can't hurt?

    I take your point about the insidious presence of misogyny on the net - though my comment was intended as an admittedly snarky portrayal of patriotic conformity, if you experienced it as a sexist gibe I apologise. (BTW my comments have thus far been anonymous for the simple reason that I do not have an active Google, WordPress, AIM etc log-in, and *not* to help me hide behind a mask of prejudice). The fashion industry is loaded enough as is with sexism, misogyny and distorted body-images (such as those found in retailer's catalogs) without needing more of the same.

    While I'm going to defer to your knowledge of the Swedish fashion industry, I still find the tendency to support a corporation based on its national origins problematic to say the least. Commercial interests often wrap themselves in national flags, be it to sell fashion or furniture, justify the domination of the environment and the weak, or beat the drums of war. I stand by my original point that being born within the same arbitrary lines on a map does not give you an inherent common-interest with a corporation or class of people.



    PS if you ever find yourself in Australia allow me to personally introduce you to real coffee - you'll never drink Starbucks again.

    1. Hi Karl!

      I do intend to contact them and let them know that I am a loyal customer who happens to be ethically minded and promoted them on my blog, encountering criticism regarding their supply chain. It's important for brands to hear back from their loyal customers and remember that this is actually a serious issue - and promoting ethical fashion, they are attracting ethically minded customers, who DO care about these issues.

      You do have a point about boycotts and I have actually boycotted things before - I boycotted Euro 2012 because of the dog slaughter and I would never go inside a McDonald's. I do support PETA because of their level of passion and dedication to the cause. Of course I would NEVER wear any kind of real fur, but I wouldn't boycott a brand just because they ALSO sell fur. I'd buy their non-fur pieces, all while voicing my concerns and trying to encourage them to go fur-free. I couldn't possibly boycott every brand whose values I do not agree with - that would be like saying that because I am a vegan I can't shop at a supermarket that also sells factory-farmed meat and dairy. I would LOVE to only shop at ethical brands but unfortunately right now I don't have the financial possibility to live that way. I very much hope one day I will!

      I'd love to come to Australia and I've heard great things about your coffee! But I've lived in Italy for six years, so I'd say "real coffee" is pretty much in my blood by now ;)


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