If you are on Instagram, chances are you have come across H&M's new Conscious collection.
It seems every blogger and influencer worth following has bagged one of the high street store's dresses and used it for a pretty picture.
Vogue Williams was recently spotted in not one but two puffy pink H&M creations, as was fellow Irish influencer Louise Cooney who modelled both of her lilac lovelies in a field close to her home.
And some of the world's most influential bloggers with huge followings, and access to the most prestigious brands, are still choosing to wear this affordable range.
There is no doubt these pieces from the Conscious range are nice, but they are made even better by the fact that the majority of them have been made entirely from recycled or sustainably sourced material.
H&M is on a mission to prove that budget-friendly fashion can still be ethically produced.
The Swedish retailer claims already 50% of the materials it uses come from sustainable sources and, as of 2020, 100% of its cotton was recycled and sustainably sourced and in the next 10 years, it is aiming to exclusively use recycled and sustainably-sourced materials.
No wonder these pieces are selling out fast, so you better be quick if you want one...
