If the rumors are true about H&M introducing a new luxury collection and opening new upscale stores, then this may be our first look at what’s to come as the brand introduces an Exclusive Red Carpet Glamour Collection as part of its Spring 2012 Conscious initiative.
The new Red Carpet Collection is made from sustainable materials such as organic cotton and hemp as well as recycled polyester. The collection showcases the diversity of what is now possible in greener fashion, with outfits in different styles reflecting the variety of today’s red carpet fashion.
The collection has already been seen on the red carpet. Amanda Seyfried wore the blue tuxedo blazer and shorts at a London premiere, Oscar nominee Viola Davis has been seen in the hot-pink sleeveless top and skirt and Kristin Davis wore the apple green embroidered dress to a Vanity Fair event. Michelle Williams wore an H&M custom-made gold-draped organic cotton bodice with a satin-backed crepe trumpet skirt at this year’s BAFTAs in London. A top and skirt inspired by Michelle’s exclusive gown will be available in selected H&M stores when the Exclusive Conscious collection is launched.
In addition to the Exclusive Glamour Collection the H&M Conscious collections will also be introduced in other departments such as Divided, Women, Men and Kids. This is all part of Conscious, the ongoing initiative to increase the use of organic cotton and other more sustainable materials.
The Exclusive Conscious collection will be available from April 12 in around 100 H&M stores worldwide as well as selected looks on-line.