The retailer is to release a new capsule collection under the umbrella of its eco-friendly Conscious range - and a host of A-listers have already been spotted wearing it on the red carpet.
Michelle Williams, Amanda Seyfried Viola Davis and Kristen Davis are already fans of the Exclusive Glamour line, which will his stores across the globe on April 12.
Budget couture: Michelle Williams wore a custom-made gown from the new H&M Conscious Exclusive Glamour collection to the BAFTAs in February. A similar skirt and top will go on sale from April 12
Williams wore a gold-and-black custom made H&M gown to the BAFTAs in February, and skirt and top inspired by the dress will be available to the public.
Amanda Seyfried wore a bright blue tuxedo short suit to the In Time premiere in London in October, while Kristin Davis chose a chartreuse dress for a Vanity Fair dinner in February. Both will also be available to buy.
Not only does the collection boast rich colours, interesting silhouettes and delicate embellished detailing, it has impressive eco credentials.Every piece is fashioned from recycled polyester, organic cotton and hemp.
Something blue: Amanda Seyfried wore a tuxedo jacket and matching shorts from the new Exclusive Glamour collection to the premiere of In Time in October (left). Both items will be available to buy next month
H&M has created the glamorous line in recognition that the 'red carpet has become as exciting as the catwalk', the company website reads. A press release added: 'These collections show how important sustainability is to H&M... This is all part of Conscious, the ongoing initiative to increase the use of organic cotton and other more sustainable materials.'
The Conscious Exclusive Glamour collection features some hot trends for the new season, many of which appeared on the catwalks.
A recycled polyester-blend dress in a kaleidescopic photo-print will come in a strappy mini style or with longer, three-quarter-length sleeves.
Bright jewel tones are represented in a fuchsia pink split-to-the-thigh gown, a burnt orange sleeveless cocktail dress with side draping and a tulip-style skirt, and a royal purple embellished shift with T-shirt sleeves.
Acid yellow and chartreuse are another major trend, and fans of the hue can choose from a floor-length gown with plunging neckline or a short Sixties-style shift, as well as Kristin Davis’ cut-out-back embroidered cocktail dress.
But if you are looking for something a little more low key, the H&M Conscious main range will roll out to include men’s, women’s and children’s apparel, with 100 per cent organic cotton used throughout.
