While H&M's new Conscious Exclusive fashion collection, which launched today, is already selling fast, one piece we think brides should certainly head down to the high street for is this gorgeous, wedding-worthy tiered lace dress, left.

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Modelled oh-so beautifully by German actress Maria Ehrich at the H&M Conscious Exclusive launch in Munich last night, the floor-sweeping gown is made from organic cotton and features a flattering short-sleeve fitted bodice, and double layers of tulle beneath the dramatic wide skirt.

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Perfect for eco-chic brides, besides the collection's green credentials (H&M designed Conscious Exclusive in collaboration with sustainability think-tank Ever Manifesto and supermodel and philanthropist Amber Valletta), best thing of all is the price: the dress costs just £299.99! Our advice: get it before it goes!

Shop the full range and find out more about H&M Conscious Exclusive at www.hm.com/gb