Amelia’s Magazine | The H&M Garden Collection

Hello mother nature, visit web H&M calling…. 

Answering to the needs of so many already environmentally conscious shoppers, and those of mother nature, H&M are making their attempt to join the eco-friendly race and making sure we all know about it. A multitude of high street brands have approached the environmentally-friendly route but some with little success. What the average High Street consumer normally gets are increased prices, due to the new fabrics the brand has to source, and the design lacking in quality and variety compared with it’s non eco-friendly competitors. Sometimes the obstacle of incorporating unharmful dyeing techniques isn’t always cost effective enough.  

Luckily none of this is evident in H&M’s new The Garden Collection available from the 25th March 2010. Exhilarating Summer brights boost the collection with everything you could want from a high street Spring/Summer collection. This is an exciting step for one of the most predominate and successful brands on our High Streets, and those around the world. For H&M the beginning of eco-friendly clothing didn’t start here – they’ve been using organic cotton in some of their clothing since 2004 and have invested much time and money into finding and developing fabrics which are sustainable. It’s only now that they’re shouting about it, and for good reason.

The amount of attention inputted in style, texture and colour seems to be delicately balanced between every piece in the collection. There’s also a good varied range of clothing styles, making it accessible to a variety of ages and body shapes. It’s safe to say the collection has a very floral, feminine theme, running from bright and extravagant, to subtle and elegant; draping, flowing and layering create a variety of textures and shapes on the body, complimenting the female form. Best of all – the price points for this collection are no different to those of the rest of H&M – cost effective and guilt free, exactly how fashion should be!

One of the most noticeable pieces in the collection has to be a red strapless dress, sold out in most stores already, beautifully adorned with recycled polyester chiffon roses, with a fitted elegant bodice, romantic and playful in design. 

Excitingly to see is the use of the new fabric Tencel, hyped up by the press to be the next best thing in the development of mother nature friendly fabrics. It is beautiful to the touch and I predict it will be a favourite addition to many wardrobes from now on; it blends the gaps nicely between the recycled polyester, organic cotton, and linen in the collection. 

It’s always great to hear of a brand continuing to mould themselves into the eco-friendly world of fashion, and hopefully this is the start of something continuous and an idea which will be planted in the minds of the suits of the fashion world. So lets start showing these brands that what we want is fashion with a conscience, all of the time, and that if they want our hard-earned pennies then they need to earn them by working hard to make our home a better place to live.

Categories ,eco, ,H&M, ,High Street, ,Recycled Fabrics, ,The Garden Collection

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