H&M are stepping up to the mark and releasing their new 'Conscious Collection'. A collection that incorporates eco-friendly fabrics like organic cotton, Tencel, and recycled polyester. This is not just a one off collection, it will be a new line that they will keep going. The pieces are very pretty and feminine, a huge contrast to the shapeless unappealing organic cotton t-shits that we see in some high street shops, as their attempt to 'do their bit'. The whole collection is coloured white and natural ivory, no need for harsh chemical dyes with these fresh summer outfits. This is a great start to encourage other brands to do the same, as competition arises and more and more people are buying ethical clothing not just because it is ethical but because it is fashionable too!
But is this enough? are they just trying to bail out saying they have an eco collection to distract us from the fact that they are selling hundreds of other garments which are not eco. Surely if they can create an eco collection can't they make the rest of their collections organic and eco friendly too? Or will this affect their profits to much...?