The glamorous new H&M line celebrities can't get enough of (and it has nothing to do with Marni)
22:44 GMT, 19 March 2012
With a star-studded launch party and sellout designs, Marni for H&M proved a huge hit this season. But the chain has quietly been busy with another line that has also been creating a buzz.
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
They have been wearing the budget creations at high-profile events too. Miss Williams wore a gold-and-black gown to the BAFTAs
in February. A skirt and top inspired by the gown will be available to the public.
Seyfried, has also given it a red carpet presence. She 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.
Viola Davis has also been seen wearing a hot pink tank top from the new range.
Not only does the collection boast
interesting silhouettes and delicate embellished detailing, but it has
impressive eco credentials, with every piece 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
Acid bright: Kristin Davis chose to wear this eco-friendly chartreuse dress from the new H&M Conscious collection to a benefit last month (left). Now fans will be able to copy her look
has created the glamorous line in recognition that the 'red carpet has
become as exciting as the catwalk', the company website read.
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.'
H&M is usually better known for its designer collaborations than its own in-house-designed lines.
retailer has teamed up with the likes of Stella McCartney, Versace, Marni,
Sonia Rykiel, David Beckham and Karl Lagerfeld since 2004.
The Conscious Exclusive Glamour collection features some hot trends for the new season, many of which appeared on the catwalks.
Runway ready: H&M created the line in recognition that the 'red carpet has become as exciting as the catwalk'
On trend: Bright jewel tones, which are a huge trend this season, feature in a number of flirty cocktail dresses
polyester-blend dress in a kaleidescopic photo-print will come in a strappy mini style or with longer, three-quarter-length
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.
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.