h&m red carpet conscious collection ad campaign.jpg

H&M will today launch its Exclusive Conscious Glamour collection in stores. Made from organic cotton and sustainable materials, the collection comprises of red carpet gowns including feminine frocks and floor-sweeping maxi dresses.

So far pieces have been snapped up by celebs including Michelle Williams, Viola Davis, Amanda Seyfried and Kristin Davies - not bad, huh? Expanding out to other store concepts such as Divided, Women, Men and Kids, the 100% organic cotton collection is available in a variety of pastels and checks, as well as floral tops and printed T-shirts made from 100% recycled polyester.

The Conscious collection will hit around 100 H&M stores from today, with some selected pieces available online. Prices start from £19.99 for a pair of shorts to £199 for a floor-length ruffle dress.