H&M has announced the introduction of two new collections,
Conscious and
Conscious Exclusive, which will be available from 10 April 2014. Both collections will feature supermodel
Amber Valletta,
who is known for her interest in sustainability. The Conscious
collection contains key fashion pieces, each made with materials that
are more sustainable, such as organic cotton, Tencel, hemp and recycled
materials. The collection will be available in all ladieswear H&M
stores, as well as online. For this year’s Conscious Exclusive
collection, H&M is working in 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 intricately detailed pieces in the Conscious Exclusive
collection showcase things that can be done with more sustainable
materials, taking inspiration from a mix of flamenco and bohemia.
Conscious Exclusive will be available in 150 selected H&M stores
worldwide, as well as online. Amber (pictured) commented on the
partnership: “I’m very excited to work with the H&M Conscious
campaign, because we share the same values about sustainability. 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.”