The Swedish apparel giant H&M announced its news. First, H&M has updated its 2011 Fall line. The new Conscious collection celebrates the theme of Swedish folklore. After commiting to the Greenpeace’s ‘Detox’ challenge, H&M emphasizes its usage of eco-friendly materials. Every item in the collection is made with more sustainable materials, from organic cotton or linen to recycled wool and organic hemp. The items have embroideries and also some exclusive home decor pieces.
Photo: H&M
Its Modern Classics line for men now has a new suiting, with cuts influenced by Carnaby Street of the ’60s and an updated take on East Coast preppy dressing. With tweeds and flannels coming to the fore, it has vivid colors.
H&M’s head of design, Ann-Sofie Johansson said about fall season: “This time of year, I like soft, warm clothes that work easily for indoor and outdoor life. I like to look chic, but in a loose and relaxed way. Knitted grandpa leggings go perfectly with a minidress or buffalo-check tunic, and black jeans are good-looking and easy to wear with a grandpa top and sleeveless blazer.”
This autumn, to raise funds for H&M and UNICEF’s initiatives a special collection of children’s clothing was launched in 160 stores worldwide. Called All for Children, it includes floral print dresses or bow-decorated knits for girls, and cashmere cardigans or hooded parkas for boys. A picture book telling the tale of Moritz the sheep and friends, as well as some special extras, such as games and toys complete the collection. It also features a bag containing Moritz the toy sheep with a wardrobe full of mini-versions of the collection, so that children and their new favorite characters can wear exactly the same clothes. 25% of all sales will go to UNICEF’s work for children in Bangladesh.
In addition, H&M announced it uses a water-repellent treatment on its kids’ winter outerwear, which does not contain any fluorocarbon substances, thought to be damaging to the environment. The coating, called Bionic Finish Eco, is the result of the company studies into how plants such as the Asian Lotus both repel water and also have self-cleaning properties. Staying breathable, the coating repels water. The winter items include outerwear jackets, protective trousers in a range of block colors.
