2013 has has brought slew of fashionable firsts for Swedish retailer H&M. Helen Hunt wore a custom midnight blue, eco-friendly, silk satin gown by the chain to the Oscars (paired with $700,000 worth of Martin Katz jewels because, you know, that’s how she rolls), which proceeded the brand’s runway debut in Paris, where major models including Arizona Muse and Cara Delevingne strutted in styles from the ‘70s-themed fall/winter collection in front of Ashley Olsen, Chloë Grace Moretz and Melissa George.
Now the affordable global chain is testing uncharted waters yet again with Conscious Exclusive, a new eco-friendly collection for both men and women that primarily consists of evening wear. Available in 140 stores around the globe starting on April 4, the "green" gear includes as a dusty pink floor-length gown, a relaxed off-white kimono and a white, tailored three-piece suit — all made from organic cotton, recycled polyester, recycled polyamide and tencel. Though Hunt’s Oscar gown would have reportedly been $650 had it been produced, the Conscious Exclusive pricetags aren’t expected to stray far from H&M’s usual, with a recycled polyester blouse that Emmy Rossum recently rocked on a Beverly Hills shopping trip clocking in at a mere $17.95.
“I love how this collection has pure glamour and style, and is made from more sustainable materials,” said H&M’s Head of Design Ann-Sofie Johansson, in a statement. “For us at H&M, it’s natural to think about sustainability, and to have it at the heart of our work.”
Accessories including an embellished box clutch and minimal heels round out the women’s mix, while the men’s collection features thoughtful details like rose print lining on a tuxedo jacket, an attached bow tie on a collarless white shirt and classic button braces on a pair of trousers.
Next up for the busy fast-fashion retailer? E-commerce, which is rumored to launch early this summer.