First things first: this is, among other things, an ethical fashion blog, so if a high-street brand has an ethical initiative, I am going to write about it. Especially if it's a brand that's single-handedly responsible for 90% of my wardrobe. I realise many people don't agree with this, I see why that is and the only item of clothing I have bought in all of 2015 is an organic Tencel dress from a small, sustainable label. But I will still support high-street brands that try to implement ethical thinking into their processes.
So, photos of the newest offering of H&M's Conscious Exclusive Collection just came out, starring the lovely Olivia Wilde, co-founder of Conscious Commerce. Shot by Lachlan Bailey and styled by Ludivine Poiblanc, the campaign pictures Olivia wearing elegant yet easy-to-wear pieces in eco fabrics such as hemp, organic cotton, organic linen and Tencel, among others (the collection is not 100% vegan). Featuring hand-drawn prints and recycled sequins, this is a collection that, at least in my opinion, proves that the high street can indeed be sustainable.
My only thought while looking at this is that, if this is possible, then why isn't all fashion 'conscious' fashion? Of course it's not that simple. But, and this is why it's so important that high-street brands do this, if we can get there for a couple of collections a year, I think it's paving the way for more brands tapping into the eco potential and exploring planet-friendly options. I fully believe in a future when all fashion is eco fashion, but I think there's still a lot of work to do to get there. One step we all can take is support mainstream brands' eco initiatives, along with smaller sustainable labels. My reasoning is, if a giant like H&M sees their sustainable efforts paying off, that send the message that sustainability is the future. Which is what we want, right?
I realise that there are many issues tied to shopping at a place like H&M. Nevertheless, I think initiatives like this should be viewed in a positive light, as they are a clear indication of a brand's potential.
See my review of last year's Conscious Exclusive collection here.
All photos from The 6 Million Dollar Story