*ALL IMAGES IN THIS POST BELONG TO H&M*

Year after year H&M has high street fashion fanatics queuing outside and camping over night to get their hands on the latest affordable style or high fashion brand collaboration.

From April 20th H&M are launching the Conscious kids collection as well as an exclusive fragrance made from organic oils!!

Us “sometimes guilt ridden” consumers will be shopping with a difference, as the new SS17 collection includes the pioneering sustainable material BIONIC – a recycled polyester made from plastic shore line waste.

This collection has paved the way for us to look great whilst looking after the environment. The women are treated to a full collection and the men to relaxed formal wear. 

In a way we are saving the planet. No big deal! and now the kids can so the same!

H&M have a teased us with a preview of the staple powder pink plisse gown made from BIOPIC and indeed it is a beautiful expression of sustainable style at its best. Modelled and backed by Natalia Vodianova, the stunning Russian supermodel, if the photos are anything to go by we cannot wait to get our hands on this dreamy collection. 

Sleeping bags at the ready!!!