Jet-set, green glamour attacks summer

H&M announced new collection Fashion Stories Spring 2011.

Conscious Collection modelled by Natasha Poly and Abbey Lee
It’s one of H&M’s most important new collections - a range of more sustainable fashion called Conscious, which will show exactly what can be done with greener materials. To launch this range, which arrives in-store in mid April, there’s a campaign shot by Sölve Sundsbo which has models Abbey Lee and Natasha Poly, alongside Clement Chabernaud and Ben Hill, wearing key pieces from the all-white collection.
For women, it’s all about the romantic 70s style with a mix of lace, crochet and Broderie Anglaise. For men, Conscious offers modern essentials that work both for spring and summer. The collection also includes an organic cotton shopper that is being sold in aid of H&M’s project with UNICEF, All for Children, which protects children’s rights in the cotton-producing areas of India.
Jet-set glamour this summer
Planning and dreaming about that longed-for summer holiday can be almost as good as the reality. H&M is offering a shot of holiday glamour in selected stores from 31st March - a collection that is sporty and chic, embodying the idea of the Riviera lifestyle. There are modern versions of luxurious classics, like flowing maxi-dresses, Grecian-influenced draped dresses and animal print kaftans. There are also clean-cut collarless jackets and essential shirts as well as T-shirts in neutral shades of sand, desert and tan. The accessories dictate the look with large jewel-stone earrings and chain necklaces.

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