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H&M's Conscious Collection Releases April 14th For Earth Month, See Natasha Poly and Lindsey Wixon in the all White Campaign

2011 Earth Month: H&M's Cool-As Conscious Collection

April 14th will mark the release of H&M's environmentally friendly Conscious Collection, in line with this year's Earth Month. White all over but green at heart, this is an eco line with serious style. Without scrimping on style, this stylish line up utilizes low impact fabrications like polyester made from recycled PET bottles, organic linen, polymide made from recycled fishing nets and sustainably produced tencel. According to Ann-Sofie Johansson, H&M's head of design, “It’s not just about organic cotton any more, the possibilities for creating a complete fashion statement with eco smarter materials are huge now. By designing recurring Conscious Collections we have the opportunity to show in a variety of ways what’s possible using more sustainable fabrics.” Flip through to see Natasha Poly and Lindsey Wixson, as shot by Solve Sundsbø, working these super stylish, sustainable and eco-approved threads.

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