Not all chain stores are created equal. In some good news for fast fashion, European chain H&M has just announced that, come April, they will be launching their first Conscious Collection: a women’s, men’s and children’s range made from environmentally-adapted and greener materials such as organic cotton and recycled polyester. Although green in ethos and intent, the collection is actually beautifully inspired by the colour white. With minimalist, tailored looks combined with romantic lace, broderie anglaise, frills and draping (with a preppy tailored look available for men), H&M’s debut Conscious Collection will be on sale across all stores from April 14th. Lucky Brits.