The fast-fashion retailer’s theme of flowers and nature for spring will be delivered to all U.S. stores on March 25 with The Garden Collection, its first fully sustainable line.
The bright designs made from organic cotton and linen, recycled polyester and Tencel feature prints with splashes of deep color, generous embroidery and rosettes and appliqués on shoulders, skirts and necklines.
When H&M began manufacturing apparel made from organic cotton in 2004, it unveiled a goal of increasing its organic cotton use by 50 percent each year through 2013. The retailer last year used 3,000 tons of organic cotton, a spokeswoman said, adding: “We want to invest in a better environment.”
The Garden Collection, she said, is also “a response to demands from our customers.”
“The demand for organic cotton is much higher than the supply, globally,” the spokeswoman said. “All retailers are attempting to add more organic materials to their collections. We are also trying to broaden the range of sustainable materials that we use, including recycled wool and recycled polyester, which is made from recycled PET [polyethylene terephthalate] bottles and textile waste.”
The 80-piece Garden Collection will be merchandised in shop-in-shops with special signage. A new shopping bag with the Garden Collection logo will be introduced for the launch. Ten accessories items include a pair of flats covered with a delicate flower-print fabric for $14.95. Other items in the line include a white embroidered dress, $34.95; a recycled rayon strapless red dress with rosettes covering the entire skirt, $39, and a matching jacket, $59.95; a smock dress with oversize pockets, $17.95; a long, multicolored dress, $59.95, and a Tencel summer trenchcoat, $49.95.
Many of the silhouettes are reminiscent of the Seventies, such as the ruched baby doll-dresses and peasant blouses. Prints range from painterly abstract florals in deep colors to romantic roses and ethnic floral designs.
H&M initially thought the organic or recycled clothes would be more expensive, but that wasn’t the case. The retailer offers a certain amount of organic or recycled items in its normal collection, but doesn’t group them together. Each garment gets a special label and hangtag identifying it as sustainable. The Garden Collection will receive the same labels and hangtags.
The Garden Collection is being promoted on H&M’s Web site and with outdoor advertising.
“We want to reduce our impact on the environment,” the spokeswoman said. “We thought of this as being progressive. Given our theme for spring, it became a natural tie-in and we said, ‘Let’s do it all sustainable.’ We’d love to do something like this is in the future, but haven’t planned [anything] yet.”
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)