FASHION x SHOPPING: H&M PULL THE RECYCLED POLYESTER OVER OUR EYES

Resounding WTFs and a Mexican wave of splayed hands-to-chests à la screaming Mary went around the world when actresses Michelle Williams, Amanda Seyfried and everyone’s favourite prissy SATC sistah, Kristen Davis hit red carpets in H&M creations.

Looks better without the black shirt.

At the time of each hit in 2011 and early 2012, fashion watchers knew H&M had something up their sleeve but we never expected a slow burning pre-campaign like this.

Pared back elegance for Michelle Williams. Not much hanger-appeal off the model though.

The looks were all to be part of the H&M Exclusive Glamour Conscious Collection. This line by the Swedish fast fashion giant is their exercise in ‘ethical fashion’, after a horrific fire at an alleged H&M sweatshop in Bangladesh in 2010. In fairness, the brand took the media fallout on the chin and have gone on to commemorate the victims and their families annually, while undertaking labour and human rights education of textile workers in Bangladesh.

This glamourous ‘red carpet’ collection is all made from sustainable fabrics such as organic cotton and recycled polyester. A great marketing idea to raise the profile of the brand without piggy backing along with the likes of Versace and Marni, and give them a bite at the prom/debutante market. Usually the Conscious Collection is very white, airy and boho but this is some heavy textured faux-couture with a shot of diva.

This is  a young collection. Although we can see late teens and early twenties whipper snappers lapping it up, the colour palette is very sophisticated and lends the collection to a daring 30+. There are a few pieces such as the floral print dress and jacket, the purple embroidered mini and the pink split skirt and top that might flatter the more mature among H&M’s customer base (self included, and I’m looking at you Madonna).

So there you have it, H&M weren’t being ironical with their red carpet surprises, they were subliminally preparing you to part with your cash.

H&M Exclusive Glamour Conscious Collection will be available from April 12 in around 100 stores H&M worldwide, as well as selected looks on-line.

About Aisling O'Connor

Aisling is an Irish fashion, pop culture and lifestyle writer whose work can be seen in Harpers Bazaar, The Atlantic, The Daily Mail and The Independent's Irish edition and many others. With a unique sartorial perspective, she strives to translate high fashion and street style into accessible looks - and savage often ridiculous celebrity stylings as a matter of public service.
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8 Responses to FASHION x SHOPPING: H&M PULL THE RECYCLED POLYESTER OVER OUR EYES

  1. canuck says:

    Love that turquoise short suit! And the pink skirt and top.

  2. canuck says:

    How do you find out which stores it will be available in? There must be one in London for sure.

  3. BOHOMOTH says:

    It’s available in 100 stores worldwide- that’s quite a few, isn’t it? Check the H&M website for your country- it redirects you automatically and it should tell you, it may even be avail online…(depends on where you are).

  4. MildredFierce says:

    It’s not bad.. But recyled polyester? No thanks

  5. Beta says:

    Did you guys go to see the marni collection? how was it?
    Im retired from the H&M collections after seeing the lanvin one, which in pictures looked great but in reality looked :S
    Except maybe the purple dress, I dont see this collection as very wearable.
    also, I love when big retailers get backlash for their greediness and awful practices
    http://www.cleanclothes.org/

  6. MildredFierce says:

    Thanks for the link beta :-)

  7. Pingback: CELEBRITY x FASHION: KATY PERRY, SHELLY O & K-STEW TOGETHER AT LAST – NICKELODEON KIDS’ CHOICE AWARDS PART DEUX – BOHOMOTH

  8. Pingback: FASHION x CELEBRITY: WHITE HOUSE CORRESPONDENTS’ DINNER PART DEUX – THREE GENERATIONS OF HO’WOOD – BOHOMOTH

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