As you will have read in the May issue of ELLE, on sale now, the new H&M Conscious Exclusive collection, the brand’s ethical and affordable red carpet line, goes on sale next week, which means that you’ll be able to get your hands on the dress that Olivia Wilde wore to this year’s ELLE Style Awards.
The collection isn’t H&M's sole nod to ethical fashion. In London this morning it presented its 13th Sustainability Report, a summary of its projects and achievements from the last year.
So what do you need to know? That H&M is currently the number one user of certified organic cotton in the world and, by 2020, is aiming to make sure that every single one of its cotton pieces are organic; That it’s also hoping to run all of it’s offices and stores using renewable energy from this year; And that it collected 7600 tonnes of clothes using its in-store drop off points last year, and the first recycled cotton pieces made from the donations went on sale.
Karl Johan Persson, CEO of H&M, says, ‘Our business idea is to offer fashion and quality at the best price. It’s about the best value, not the cheapest prices. Sustainability is an important part of this.’
The H&M Conscious Exclusive collection will be available at hm.com from 16 April.