H&M Launching Eco-Friendly Fashion Line Favored by the Stars

Fashionistas will already be familiar with the soon-to-be-launched Exclusive Glamour Conscious Collection by H&M, as it has been worn on the red carpet by the likes of Amanda Seyfried and Michelle Williams.

The range, which has been made using sustainable materials including organic cotton, hemp and recycled polyester, will be available from April 12 in around 100 stores H&M across the globe -- with certain looks also being available online.

Highlights from the collection include the blue tuxedo blazer and shorts worn by Seyfried at the London premiere of movie In Time and an apple green embroidered dress customized for Kristin Davis to wear to a Vanity Fair event in Los Angeles.

Meanwhile, Williams attracted plenty of attention when she wore a custom two-tone H&M gown to London film ceremony the BAFTAs earlier this year, and a top and skirt inspired by the outfit forms part of the Exclusive Glamour Conscious Collection.

The collection comes at a time when eco-friendly fashion on the red carpet has never been more prevalent, with Italian Vogue editor-in-chief of Franca Sozzani taking to her blog earlier this year to express the fashion industry's "concrete commitment" to the environment and sustainability.

Sozzani was speaking in support of film producer Livia Firth and British journalist Lucy Siegle's Green Carpet Challenge initiative, which began in 2009 and encourages designers to make red carpet attire with eco-friendly fabrics.

A host of creators signed up for the initiative ahead of the awards ceremony season earlier this year, with highlights on the Oscars red carpet including best actress winner Meryl Streep's gold draped Lanvin dress made out of eco-certified sourced fabric and Firth's red Valentino gown made of recycled polyester sourced from plastic bottles.


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