H&M and Ever Manifesto have set out to make the world more conscious about how fashion is made, rather than just fashion-conscious.
The Sweden-based retailer has teamed up with Alexia Niedzielski and Elizabeth von Guttman of Ever Manifesto, a think tank and publication about sustainable fashion, to bring a collection of blush-toned organic leather dresses, matador-style boleros embellished by artisans in India and organic silk dresses to the masses via H&M's Spring 2014 Conscious Collection, which is to hit 150 of the chain's top stores and online on April 10.
H&M's Conscious Collection was started by the brand in the late 1990s, and with advances in technology and an increase in organic and sustainable fabrics and techniques, the offerings have improved over time.
"It used to be a compromise, but there are more options now for having beautiful clothes made in a responsible way," Von Guttman said from H&M's sun-drenched Sunset Boulevard showroom.
Niedzielski and Von Guttman had traveled to Los Angeles from London to attend a dinner at the Eveleigh on Wednesday night in honor of this season's Conscious Collection.
The pair joined members of H&M's global communications team; actresses Amber Valetta, Emmy Rossum, Sophia Bush, Noomi Rapace and Kate Mara; and stylist Johnny Wujek, costume designer Trish Summerville and designers Pamela Love, Laura Mulleavy of Rodarte and Greg Chait of The Elder Statesman.
Valetta, the face of the Conscious Collection and creator of the website masterandmuse.com, an online destination and e-commerce platform that showcases products from socially responsible fashion designers, debuted her blunt pixie cut and sported a blush leather crop top and black wide-leg pants from the collection.
"As consumers we need to buy better," Valetta said. "H&M has a great opportunity to inform so many people and raise awareness because they have such a global company that they can really make an impact in this responsibly made movement."
Valetta is also featured in the current issue of Ever Manifesto, along with Pharrell Williams, model Liya Kebede and nearly 30 other artists, celebrities and fashion insiders who are all highlighted for their efforts toward responsible fashion and lifestyle.
Niedzielski and Von Guttman figured L.A was the perfect place to launch the H&M Conscious Collection because as Von Guttman puts it, "Everywhere you look, you see someone driving a Tesla or Prius. People in L.A really embrace and live the conscious life."