EXCLUSIVE: H&M Goes Green With Ever Manifesto-------
This season, H&M has tapped Elizabeth von Guttman and Alexia Niedzielski of sustainable fashion and design think tank Ever Manifesto to design its environmentally friendly Conscious Exclusive collection. Founded in 2009 by von Guttman, Niedzielski, and Charlotte Casiraghi (the former two women are also behind independent magazine System), Ever Manifesto aims to act as a catalyst in highlighting innovation within sustainable production, manufacturing, and communication in order to create a design-led ethical product.
Inspired by flamenco dancing and Spanish bullfighting, von Guttman and Niedzielski’s H&M effort, which debuts exclusively here, features ruffled dresses, sharply tailored bustiers, and jackets with rich embellishments. Also on offer is a dramatic navy gown, a romantic floor-length lace wedding dress, and, for the first time, shoes and accessories. All garments are made out of sustainable and ethically sourced fabrics such as organic cotton and silk, vegetable tanned leather from an organic Swedish farm, recycled polyester, and Tencel. If you’re not already enticed, get a load of the price point: Pieces range from $17.95 (for a headband) to $549 (for the wedding dress). “The great thing with H&M is that we can really prove to people that we can make beautiful clothes in a responsible and transparent way that is affordable at the same time,” explained Von Guttman.
Alongside the collection, H&M and Ever Manifesto have also collaborated on a magazine called Ever Conscious, a portrait publication whose purpose is to raise awareness about the gravity of purchasing power and consumer choices as sources for sustainable change. With a cover by artist Carsten Höller, the magazine boasts interviews with more than twenty environmental activists and cultural tastemakers from the worlds of design, gastronomy, music, and science. Lily Cole, chef Daniel de la Falaise, artist Matthew Stone, and renaissance magnate Pharrell Williams—who discusses his role as creative director for Bionic Yarn, a material created from recycled plastic—are just a few of the issue’s compelling profiles.
The Conscious Exclusive collection and Ever Conscious magazine will be out in selected H&M stores on April 10.