Jet-set, green glamour attacks summer

29 Mar '11

4 min read

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.

Make-up in vibrant colours sets the tone this spring
When it comes to make-up, new colours are such an easy way to get a whole new look. Vivid nail polish, shimmering lip gloss and bright eye-shadow hues bring an immediate pop of colour. Nail polish comes in deep tropical metallic aqua green, bright purple and light yellow. Shimmering lip gloss comes in apricot and bubblegum pink, while eye-shadows are available in purple, green, turquoise and pink. To provide balance, a more subtle shade of nail polish is sometimes required, like mud beige, concrete grey and dusky rose.

Knot Violence: raising awareness and funds with a potent symbol of peace
This spring, H&M brings one of the strongest symbols of peace, 'the knotted gun', to its Divided department in support of the Non Violence Project Foundation. Started by artist Carl Fredrik Reuterswärd in response to the death of John Lennon, the knotted gun has since become an international symbol of non-violence.

The knotted gun forms the centre of Knot Violence, a collection of T-shirts and accessories for both boys and girls, many of which are made from organic cotton, with slogans and graphics spreading the non-violent message. 10% of all sales from the Knot Violence collection will be donated to the Non Violence Project Foundation in support of non-violence.

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