H&M's Eco-Friendly Glamour Collection Hits Stores [PHOTOS]
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H&M's latest collection hit the stores yesterday and though it is not a high-profile designer collaboration, it sure has gained a lot of popularity and might as well be termed as one considering the huge number of celebrities that have already worn clothes from this collection.
This newly launched collection is said to mark the fast fashion chain's first real foray into red carpet dressing. If not that, they intent on making a mark in the field on evening gowns (since red carpet dressing is not part of the day-to-day lives of many). Celebrating Earth Month, the collection is said to be not just affordable but also made out of sustainable materials. Celebrities including Amanda Seyfried, Viola Davis and Michelle Williams have been wearing pieces from the collection for the past several months.
Some of the sustainable materials used in the creation of these pieces include cotton, hemp and recycled polyester. The collection is just one particularly glamorous part of H&M's "Conscious Initiative," which includes an existing (sort-of) eco-friendly line. Today, the retailer also released their annual Conscious Actions Sustainability Report, which brings to light a few stats, like that H&M is the number one user of organic cotton in the world and that they've donated 2.3 million garments to charitable causes. Kristin Davis wore an apple-green number to a Vanity Fair event
The collection is a bit cheaper than the designer collaborations-ranging from $19.99 for a top to $299 for a ruffly floor-length gown. Cocktail dresses are around $60. Sustainable or not, it's a solid collection of evening wear that's actually pretty cute. Perhaps they're also testing the waters for their forthcoming higher-end retail venture.