Stay Swathed in Denim with H&M’s Conscious Collection

Sandra Rieder and Chloe Wheatcroft (Muse) wear H&M Conscious Collection. Photos by Jaesung Lee.

We live in our denim — there’s simply nothing else that makes more sense for our lives. H&M has given us new reason to stay swathed in the stuff with the launch of the new Conscious Collection, available to shop now in stores and online. The materials that make up the collection are more sustainable than ever, and the processes used to create each wash are scrutinized for minimal environmental impact. To top it off, the collection is gorgeous. Smart and pretty? Sounds like the perfect package.

Sandra wears an H&M Conscious Collection cardigan, H&M zipper turtleneck, and refurbished jeans by Rialto Jean Project. Chloe’s overcoat by H&M Conscious Collection.
Chloe wears H&M Conscious Collection bra top, embroidered button down (worn over the shoulder) and skinny jeans, Sandra wears H&M Conscious Collection jumpsuit and sweatshirt, and Cosabella bra.

Photographer: Jaesung Lee
Models: Sandra Rieder and Chloe Wheatcroft (Muse)
Stylist: Alyssa Shapiro

Hair: Jason Murillo
Makeup: Dana Rae Ashburn
Stylist Assistant: Emily Ovaert

Shot on location at 13 Eight Avenue, a West Village townhouse available for sale now. For more information, click here. Special thanks to the Eklund Gomes Team and Clayton Orrigo.

Olivia Wilde and H&M Launch a Very Eco-Chic Capsule Collection

Should you find yourself headed in the direction of Times Square today, we highly recommend grabbing some of your less-loved clothes from the back of your closet. In exchange any old wares to you donate to H&M‘s garment recycling program you will receive 20% off the store’s new Conscious Exclusive Collection–and a chance to meet its spokesperson, one Ms. Olivia Wilde.

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Kicking off the celebration will be a host of eco-conscious brands and celebs gathered together to fashionably toast the cause. The glam list of attendees and brands representing includes Blake Lively (Preserve), Lauren Bush Lauren (FEED), Studio One Eighty Nine (Rosario Dawson), and Lily Kwong (Amour Vert).

The collection is housed in a raw birch structure with sustainable metal inlays–delineated and distinguished from the rest of the H&M shopping experience. Beyond Times Square, however, collection will reach over 200 locations globally.

The clothes themselves are highly elevated and made with recycled, conscious materials as well as high in style–a mostly minimalist aesthetic including stacked-heeled sandals, an organic linen and silk sleeveless gown, a sleeveless cocktail dress made from organic hemp and silk, and a jacket made from organic leather. Other materials include tencel, recycled wool, and sequins.

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Cheers to guilt-free shopping.