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H&M’s eco-conscious red carpet collection hits stores

When we think of environmentally sustainable fashion, we tend to envision yoga wear crafted from bamboo fibres and patchouli-scented peasant skirts. But H&M's new Exclusive Conscious collection is glamming up green.

The collection, which hit stores Friday, features red carpet-ready designs that wouldn't be out of place at a film premiere or black tie soiree.

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"This collection is meant to show the diversity of what has now become possible with greener fashion," says Karen Richter, showroom manager for H&M Canada. "Each outfit has an individual style that stands on its own, which is similar to the feel of red carpet fashion today — everyone wants to have a unique look."

While inspired by high-end designers, the collection features affordable pieces made up of sustainable fabrics, such as recycled polyester and hemp.

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Appropriately enough, the release of the Exclusive Conscious collection coincided with H&M's Conscious Actions Sustainability Report which cites the ways in which the clothing manufacturer is doing its part for environmental sustainability. In the report, the company states that they have saved 300 million litres of water when it comes to their denim production, their shopping bags are made up of 100% recycled material, and they've used the equivalent of 9.2 million plastic water bottles in recycled polyester.

Of course, there's no better way to have a positive impact on the environment than for us to stop being such rabid consumers of clothing, electronics and other consumer goods, but it's nice to know that the massive Swedish retailer is at least making an effort.

Watch the Steven and Chris video below and learn how to plan your wardrobe around your favourite items.