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H&M's Star-Approved Conscious Collection Launches in LA

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Kate Mara, Sophia Bush, Amber Valletta. Photos via Getty Images
Kate Mara, Sophia Bush, Amber Valletta. Photos via Getty Images

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As demonstrated by Penelope Cruz at this year's Oscars and Miranda Kerr at Paris Fashion Week, sustainable fashion has finally made the transition from granola to glamour. The days of bland hues, hemp fabrics and potato sack silhouettes are far behind us, and H&M is to thank for that much-needed shift. Last night, the Swedish retailer selected LA for the star-studded launch of their third Conscious Exclusive collection, a collaboration with super-cool, like-minded publication Ever Manifesto. The limited-edition, fest-ready range officially hits stores on April 10—just in time for Coachella.

"It made perfect sense for us to kick off the collection in LA," explains Catarina Midby, Head of Design for H&M Conscious Collection. "The eco-friendly lifestyle here aligns with our initiatives. In fact, the reason we created the first Conscious Collection was because more and more celebrities were asking for stylish sustainable clothing. We knew we had an opportunity to influence Hollywood and prove that you can wear something great for the environment without compromising taste."

As seen last night, A-listers like bubbly-loving Kate Mara (wearing a ruffle-shouldered top), Sophia Bush (wearing a lace dress with a shoulder necklace made of recycled plastic) and campaign star Amber Valletta (wearing a vegetable-tanned leather bustier top with wide-leg pants) are already eating up the flamenco and boho-inspired line.

To accompany the collection, Ever Manifesto's London-based founders Alexia Niedzielski and Elizabeth von Guttman (side note: check out Elizabeth's rad closet) produced a brilliant 60-page portfolio called Ever Conscious. "It includes a collection of people that inspire us in all different fields to show that no matter who you are, there's a way to be more responsible," explains Niedzielski. Everyone from hat lover Pharrell Williams to LA-based anti-plastic militant Dianna Cohen are featured in the issue.

After we fawned over both the collection and magazine, Niedzielski and von Guttman indulged us with more West Coast praise. "We wanted to launch here—there was no question about it," says von Guttman. "Besides having non-stop sunshine and full access to celebrities, LA is much more conscious than other cities. It's a great lifestyle. The local fashion is impressive, too. LA is really having a moment; we hope to do more here soon."

The H&M Conscious Exclusive collection will be available in 150 H&M stores worldwide and online on Thursday, April 10.
· H&M [Official Site]
· Ever Manifesto [Official Site]
· Kate Mara and More Stars Reveal Their Pre-Red Carpet Rituals [Racked]