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For Richer and Poorer: H&M Promises To Marry Affordable Fashion With Sustainabillity

A few selections from the Conscious Collection, via H&M
A few selections from the Conscious Collection, via H&M

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So, what happens when fast fashion and eco-friendly production come together in one of the world's largest clothing retailers? According to Helena Helmersson, head of H&M's sustainability initiative, it's a marriage that can succeed, as long as there's commitment. The global mega-retailer (second in size only to ZARA) is making a concerted effort to go green by broadening their use of organic fabrics and improving worker conditions around the world. Helmersson told The Observer that her dream is "to be perceived as a company who can offer all people in the world—even those without much money–the possibility to dress really well and sustainably." In that spirit, H&M's eco-friendly Spring 2012 Conscious Collection will be landing in stores a little later this week, on Thursday April 12. You can peep the lookbook here.
· Is H&M The New Home of Ethical Fashion? [TheObserver]
· H&M Spring 2012 Conscious Collection Arrives In 21 Days: Peep The Lookbook [Racked]
· All H&M Coverage [Racked]