Consciously going green

Swedish high street retailer H&M is turning the red carpet green this spring with its new eco-friendly collections inspired by the ‘romanticism’ of nature and sport, writes May Al Mousawi.

The Conscious Collection 2013 line has been created for men, women, teenagers and children and is made entirely from sustainable materials such as organic cotton, hemp, recycled polyester and tencel.

The line boasts whites, prints, florals and pops of pastel colours to reinforce the blooming season.

The Conscious Collection features tops, scarves, jackets, trousers, hats and plenty of dresses to attract the fashion-savvy shoppers this time of year.

Helen Hunt has been seen promoting the brand’s green face by wearing an eco-chic silk midnight blue maxi dress satin gown by H&M’s Conscious Collection down the red carpet at the 2013 Oscars, which was specifically designed for her.

In an exclusive interview with GulfWeekly, H&M’s trend co-ordinator, Catarina Midby, said: “This collection is inspired by the romanticism of nature teamed with some sportswear influence.

“People can expect great wearable spring fashion in greener materials. This collection is for a wide clientele. There are pieces for everyone and it works with many different personal styles.

“Sustainable fashion is fashion that is produced with a minimal impact on people and the environment.

“All the materials used for this collection are made from organic cotton, recycled polyester and tencel. The designers pick fabrics that work for the fashion aesthetic while still being organic, recycled and/or cellulosic. Personally, I am very fond of the new recycled polyesters that look and feel amazing.”

Catarina explained how there is always difficulty in finding the right fashion fabrics as well as the extra time it takes producing the items, but the H&M design team are ‘getting the hang of it’. After all, the company has been working with sustainable clothing since 2004, releasing the first Conscious Collection in 2007.

It is a yearly project and the main spring campaign. The collection is produced by the H&M design team, which consists of around 200 designers.

“Working with sustainability has always been in the company’s culture,” said Catarina. “It’s a natural part of Scandinavian culture too. We introduced our Code of Conduct in the early 1990s and the very first fashion collection made with greener materials was sold in 2007. Actually, we also made an ‘ecological’ collection in 1995 but H&M doesn’t count that because there weren’t any good green fashion fabrics at the time.”

The collection of clothing also features a series of shorts to enjoy the spring weather as well as many light garments and hats. The collection is versatile, wearable and fun.

Although the materials used to make the collection are more expensive, Catarina explained that customers will be happy to know that it is not reflected in the price tag.

The prices for this collection range from BD4.500 to BD15.900 for ladies, men, divided and kids.

She said: “I absolutely see ‘green’ fashion becoming the future. The collection shows customers that sustainable materials are a better choice. The message is to inform and inspire our customers what could be.

“The Conscious Collection is just fashion made with greener materials. The look and feel is exactly the same as any other H&M item. Fashion is global … it works.”

To add to the Conscious theme, old Hollywood is reinforced through another ‘Conscious’ initiative, the Conscious Exclusive Collection which is a spring party-wear collection.

Rich in detail and eloquent design, the collection is full of dramatic gowns and sharp tailoring for women and a rock and roll red carpet style for men.

Tailored suits with a feminine twist, bohemian-style kimonos, jumpsuits with a modern edge, layered dresses and embellished accessories dominate the women’s collection this spring.

The men’s collection brings real attitude to spring tailoring. Slim fitted jackets with classic shapes, collarless shirts, bow ties and tuxedos all add to the glamour of the collection. The old-fashioned clothing is brought back into style with an elegant and dramatic technique.

The price range for Conscious Exclusive ranges from BD39 to BD169.

Ann-Sofie Johansson, H&M’s head of design, said: “I love how this collection has pure glamour and style, and is made from more sustainable materials. For us at H&M, it’s natural to think about sustainability, and to have it at the heart of our work.”

H&M has outlets in Bahrain City Centre and Seef Mall and has been brought to the kingdom under the umbrella of M.H. Alshaya Co, the retail arm of the Alshaya Group which was founded in Kuwait in 1890.

The Conscious Collection 2013 is now available in H&M stores around the kingdom and the Conscious Exclusive will be available from tomorrow.