This April looks set to get more fashionable with fashion house H&M making yet another foray into green fashions. Last Thursday, H&M announced its upcoming ‘Conscious Collection’ which is scheduled to start retailing in stores from Earth Day on 22 April.

Sustainable fashion may well be the need (and demand) of the future, but these are early days yet. However, H&M is moving from the tendency to use only organic cotton. H&M’s head of design, Ann-Sofie Johansson confirmed that the brand is not limiting itself to organic cotton. The fashion brand has included organic linen, recycled polyester and Tencel among the materials used in its new eco-friendly collection. Johansson revealed that sustainable fabrics provide immense possibilities for creating fashion statements in a greener way.

H&M is describing its upcoming collection for men, women and children as its “ongoing range”. In a departure from the brand’s earlier forays into green fashion (the ‘Waste’ and ‘Garden’ collections), H&M has confirmed that the ‘Conscious Collection’ shall be a permanent line. There are plans afoot to bring the line to the forefront on different occasions throughout the year.

A spokesperson for the fashion house explained why the line is named ‘Conscious’. It is because the company has committed itself to working towards a “sustainable fashion future”.

Having said that, the question remains: How expensive will this new sustainable fashion be? H&M is all about fast, affordable fashion. Sustainable fashion lines are not known for being budget-friendly. Nevertheless, here’s hoping that the fashion house is ready to bring out sustainable clothing that suits its customers’ budgets.