consciousness on my conscience

I recently purchased a dress online from H&M for my friend's wedding. On their website, the dress was described as "H&M Conscious" which I took to mean the dress was body conscious meaning the dress may emphasize some lumps and bumps of one's body. I was extremely confused however that the dress would have been described as "H&M Conscious" because the dress was very flowy with a cinched waist. I thought maybe the fabric was clingy or something. I decided to take my chances. 

When the dress arrived (a month after I ordered it - one of the many perks of living on Guam), I noticed that the dress had an open back. I thought maybe that's why it was described as "conscious." You know, in case you have a fat back or something. Hahaha, I don't know. 

So, as I'm trying it on, I noticed a green tag that had "H&M Conscious" on it. 

Turns out "H&M Conscious" is not about body consciousness at all. It's about being ENVIRONMENTALLY conscious. 

The tag reads "70% recycled polyester post-consumer waste".  

Oh WTF?! I'm wearing a poop dress!