why you want the Conscious Collection by H&M

Yesterday my schedule was blocked for four hours. Our friends at H&M had invited us for a lunch and lecture. For dessert… we got to be the first to shop their H&M Conscious collection The cherry? A 20% discount.

I apologize for the fact my eyes kept luring at the mannequins on my left during the lecture. Was I going for the kimono or the jacket with the open cape sleeves or should I choose that skirt Liesbeth wore at our Amayzine Awards?

All of a sudden a stern gaze, the Solidaridad lady that was speaking about child labor and the polluting effects of the fashion industry on the environment, caught my eye. That there were rivers in Bangladesh that were the color of the latest dyed fashion item and stayed that way for days. That there were people who worked 12 hours a day without even a sip of water. Unbelievable.

H&M consider it their duty to embrace durability and strive for better working conditions in the factories, no child labor and environmental friendly production techniques. That’s why they’ve joined forces with Solidaridad and Unicef.

According to the Solidaridad lady we should buy less (this was probably after she caught me staring greedily at the waiting racks of clothes), responsively the H&M conscious lady said you could buy lots but that it’s a good idea to bring clothing in so it can be recycled.

“Nope, that dress is not for you.”

H&M recycles a lot. The beads used on the dresses of their collection are made of recycled shampoo-bottles, how great. What really baffled me was the fact that there are still a few countries that refuse to sign the Unicef treaty for children’s rights. Do you know which country refused? The United States of f***ing America! There are still states that uphold the death penalty for children; unacceptable says Unicef, they still have a lot of work cut out for them.

After the lecture there was shopping. I hit the fitting rooms with my friend Cara, chief fashion editor at Grazia, because she’s the sweetest and it’s always nice to shop with a stylist. “ Shall I get you a smaller size?” “ Nope, that dress is not for you.” When I passed the Solidaridad people with my arms full of clothes I felt a little caught in the act and squeaked, “ it’s not just for me, it’s also for people in my editorial team”.

I did promise to spread their conscious words. In the end, it all comes down to us.