March 14th 2010

H&M’s eco-friendly Garden Collection

The last few weeks have given us weather with a taste of Spring that can’t be beat. And if you haven’t already, it’s time to start taking a look at the latest in Spring fashion. The days are getting longer, the weather getting warmer, and the style just getting better – the perfect time to Spring into fashion action.

This week, the new and highly anticipated Garden Collection by H&M is hitting stores and malls. The eco-inspired collection includes florals, colours and patterns – all with a bit of a green twist.

You see, the collection is made from organic materials, such as cotton and linen, some of which are recycled, too.

“We are extremely proud of our Garden Collection for women, which has organic and recycled materials in every single garment,” explains Ann-Sofie Johansson, Head of Design at H&M. “The mix of floral prints and khaki classics works brilliantly for day to evening wear. I particularly like the sheer floral ruffle dress, the drawstring khaki jacket and the beautiful red rose bustier dress.”

It goes past the women’s section though, with organic cotton slim-fit suits among the many highlights for the men’s department.

In addition to the clothes, H&M is also introducing certified organic skincare, with a range of body lotions, lip balms and other everyday essentials developed with only organic and natural ingredients.

“It felt like a natural step, since we’ve worked with organic cotton garments for some seasons now. There’s also a strong demand from our customers for organics, and I hope they will be as excited as I am about the new products,”  Johansson explained.

Moving toward sustainability isn’t just trendy, but incoming increasingly necessary. The Garden Collection is in conjunction with their other organic cotton goods, first introduced in 2004 in its baby and children’s range, and then later in its fashion collections in 2007. In 2008, the company committed to increasing it’s organic cotton use by 50% per year until 2013.

It isn’t just the material of the clothing, though. H&M works hard to deliver a good working experience for it’s employees, as well as increasing consumer knowledge of environmental awareness.

See more of their Garden Collection on their website: H&M

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Andrew loves art and design, and pursues his studies in his final year at the Ontario College of Art and Design. He loves seeking out new artists and giving them their dues, and in his spare time, focuses on his own abstract sculpture.