H&M launches eco-friendly collection

Fashion industry answers a growing call for trendy clothes with a conscience.

This year's hottest fashion buzz word is: Green. With a fervour not seen since the Summer of Love, shoppers are seeking out clothes that are ecologically safe and environmentally sound. And unlike those scratchy ponchos and shapeless tie-dye T-shirts circa '67, many contemporary "green" garments are more hip than hippie; they actually follow fashion trends instead of bucking them.

As part of its Conscious initiative, fronted by Vanessa Paradis, H&M has created an exclusive collection of party looks that have all been made from more sustainable materials like organic cotton, hemp and recycled polyester. The range showcases the diversity of what has become possible with greener fashion, with outfits in different styles inspired by Hollywood Glamour.

Rich in detail and eloquent design, the collection is full of dramatic gowns and sharp tailoring for women, and a rock and roll red carpet style for men. The collection is completed with accessories, such as an embellished box clutch and elegant minimal heels with the tiniest of ankle straps. All are made from more sustainable materials.

The Conscious Exclusive collection will be available in around 140 stores worldwide as well as online from April 4, 2013.

Take a look at some pieces from the range below.