H&M Conscious Collection

The H&M conscious collection was launched in 2012 with the focus of development and innovation. The Conscious Exclusive collections have historically comprised a test bed for new, innovative materials and ways of sustainable thinking that are subsequently incorporated across the H&M business. The conscious choice are pieces created with a little extra consideration for the planet. Each conscious choice product contains at least 50% or more sustainable materials - like organic cotton or recycled polyester - but many contain a lot more than that.

In 2020 H&M said this about their collection, “ We started by looking at that which often gets overlooked. We asked ourselves: Can we wear trash? Can waste be beautiful? And, quickly fell in love with the poetry of possibility. That's why every piece in the Conscious Exclusive A/W20 collection is made from waste.”

This shows that big name brands can also take part and reduce their footprint of pollution on the world through the use of sustainability. Furthermore it influences everyone to come together and stop waste in both the fashion industry and the rest of the world as it highlights a change to a more sustainable lifestyle.

I personally like the conscious collection as it is a big step for a big corporation in the right direction towards fashion sustainability, however it comes with one question, how sustainable is it really? This is asked as the development to create less wastage might not be as successful as they say which creates the question on many customers mind.