The new H&M Conscious Collection continues its march towards a sustainable fashion future with its April 2019 collection featuring 13 inspirational women from around the globe. Actor Rosario Dawson — currently making sweet music with NJ Sen. and 2020 presidential candidate Corey Booker and ‘Moonlight’ actor Naomie Harris are joined by top model Anja Rubik to headline the new collection.

Every piece in the romantic, comparatively modest collection is made from a sustainable-sourced material, such as 100% organic cotton, Tencel or recycled polyester.

The Spring 2019 H&M Conscious collection includes floral printed sets and flowy dresses in a palette of earth tones, blush pinks and shades of white.

“We’re absolutely thrilled to have the new spring collection be made out of sustainable materials. It includes separates that can be easily mixed and matched that are feminine, easy-going silhouettes, and dreamy floral prints all created by our in-house design team. The collection emphasizes how style and sustainability can work together beautifully,” said, Maria Östblom, Head of Design Womenswear

AOC assumes that increasing consumer demand and support for H&M’s significant sustainability initiative prompts the company to write with authority: :”this is a statement of intent to take responsibility and lead the change towards a more sustainable fashion industry. “

The H&M Conscious Collection is so important because H&M is one of the world’s largest users of organic cotton, Tencel and recycled polyester. Like adidas featured yesterday, H&M’s reconfiguration of its sourcing process will have huge impact on the larger fashion industry.

Consider that Trump is rolling back auto emissions in the US, seeking to deregulate our air emissions. Many states — led by California — have already implemented permanent standards, creating a car manufacturing industry with different laws for Alabama vs New York. Huge industries cannot handle this kind of political nonsense. As a result, the states are having unusual influence in the auto industry’s manufacturing processes, and the auto makers are protesting this new uncertainty — especially when they know a Democrat elected to the White House in 2020 will reinstitute the environmental regulations.

H&M is forcing the hand of apparel manufacturers in the same way — although here the business itself is leading the way. More importantly both H&M and adidas — both giant companies — will show the naysayers how change happens.

As consumers, we must support these companies, even if another pretty dress down the street costs $20 less. Don’t pretend to be an environmental citizen and not buy consciously, when the decision is your money.