Now Available: H&M's 2012 Conscious Collection — See It Here
>> H&M's eco-friendly Conscious Collection hits stores today, bringing with it the brand's toniest, greenest line of clothing yet. br> Oscar nominees Michelle Williams and Viola Davis have already worn dresses from the collection on various red carpets — which isn't surprising considering the pieces' high level of quality, design, and construction. The collection includes a number of dramatic floor-length gowns in on-trend silhouettes, with pops of neon and floral prints; all are made using sustainable materials. br> That should come as no surprise considering H&M's position as a leader in sustainable design. It's annual sustainability report from 2011, which was released earlier today, bills H&M as the world's biggest user of organic cotton. By 2020, the company aims to produce all of its cotton garments with sustainable resources. br> "We want our customers to feel confident that everything they buy from H&M is designed, manufactured, and handled with consideration for people and environment," said H&M's CEO Karl-Johan Persson in a statement. Beautiful, sustainable clothing? That's a cause we can get behind. br> See the entire collection here, including the recently-released campaign images, photographed by Terry Richardson and featuring models Constance Jablonski, Edita Vilkeviciute, and Karmen Pedaru.