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H&M, the first company to launch a global garment collection initiative, wants everyone to slow down and think about the impact of consumption on the planet.
Each season, H&M unveils a new Conscious Exclusive Collection, a range of fashion-forward pieces made from more sustainable materials than its main line. Their 2016 collection merges a sense of history with modernism.
“Based on innovative sustainable materials and ornate details, the collection combine layers of artistic references, shapes and textures and is topped off with highly decorative accessories and deco-inspired bijoux” says Ann-Sofie Johansson, creative advisor at H&M.
But critics have questioned how much they actually mitigate the massive and growing company’s environmental impact. It’s almost impossible to have sustainability and fast-fashion existing under the same roof. While one thrives on the rapid mass production of trendy clothes using cheap materials, the other focuses on creating garments that will last a lifetime.