H&M is back to its eco-warrior ways with the launch of two new collections. Conscious and Conscious Exclusive will be available from 10th April 2014 with supermodel Amber Valletta fronting up the campaigns.
So what can we expect from the Conscious wares? Well, H&M HQ tell us the collections will be full of fashion essentials each made with materials that are more sustainable - we're talking organic cotton, Tencel®, hemp and recycled materials.
'I’m very excited to work with the H&M Conscious campaign, because we share the same values about sustainability,' says Amber. 'This collection shows that you can be as mindful about people and the environment as fashion conscious. I simply love the designs and the fact that all the pieces are made with organic, recycled and cellulose fabrics shows that you don’t need to compromise fashion for sustainability anymore'.
As for the Conscious Exclusive collection, it'll see a collaboration with the sustainable fashion and design think tank, Ever Manifesto, which shares H&M’s commitment to a more sustainable future for fashion. The pieces are set to be 'dramatic and intricately detailed', taking inspiration from a mix of flamenco and bohemia, and will showcase the amazing things that can be done with sustainable materials.
'It’s great to engage with a brand like H&M that’s already aiming to lead the industry in making sustainable fashion mainstream, especially with such an elaborate and innovative collection,' said Elizabeth von Guttmann and Alexia Niedzielski from Ever Manifesto. 'To be able to support their Conscious teams and to implement and inspire positive change is a really exciting experience'.
For a sneak preview of the Conscious Collections, check out the video below...