As part of H&M's ongoing focus on sustainability, this April the Swedish fashion giant will introduce the Conscious Collection, a line of apparel for women, men and children, made from environmentally-adapted and greener materials such as organic cotton, Tencel® and recycled polyester.

H&M's designers drew inspiration from different shades of white, one of the most important colours for Spring 2011. For women, white creates a romantic feel with lace, Broderie Anglaise, frills and draping. For men, the basic colour lends a sporty, relaxed style and a preppy tailored look.

Prices range from $9.95 for an organic cotton vest to $59.95 for a recycled fabric dress. The Conscious Collection will be on sale in all H&M stores from April 14th. The campaign photos are so ethereal and pretty. Hopefully I can get my hands on a couple pieces, you can never have too many white tops.

Click through to see the complete campaign.