Looking at H&M's stylish new 96-piece range, you wouldn't know it complied with its "three-P" sustainability commitment to people (good working conditions and deals for farmers); planet (reducing emissions); and profit. "Of course we want to be profitable and gain market share," Helena Helmersson, head of corporate social responsibility, told me when we met in H&M's Stockholm headquarters last week, "but we want to have a positive impact on the planet, too."
The white minidress (£29.99, hm.com), broderie anglaise shorts (£14.99) and grey top (£12.99) are made out of organic cotton, and the shift (£29.99) out of recycled polyester. Who knew polyester would have its day again? Whisper it, but the recycled polyester blazer feels slinky and luxe, so banish all thought of your granny's giant polyester knickers - the fabric has moved on.
There are also pieces, such as the smart cropped trousers (£24.99) made from Tencel, an alternative to cotton derived from eucalyptus plants. It is a romantic, wistful collection with a Grecian vibe, and not a stitch of eco-do-gooding about it.