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CONSCIOUS EFFORT

Unlike H&M’s previous stabs at sustainability—namely its “Waste” and “Garden” lines from 2010—the Conscious Collection will be a permanent fixture for H&M, recurring at different times throughout the year in different guises.

An ongoing collection, the Conscious lineup will recur at different times throughout the year in different guises.

“The name ‘Conscious’ describes our continuous work towards a more sustainable fashion future,” a spokesman for the company says. “Today and tomorrow.”

H&M’s commitment beyond the obligatory capsule collection is certainly commendable, but whether its ethos runs up against its business plan of cheap, disposable clothing remains to be seen. We remain optimistic, if cautiously so.

+ H&M