H&M names Vanessa Paradis as face of their 'Conscious collection'.

H&M might be the Swedish fast-fashion giants you can always rely on for a great steal but they also know how to create a stir. From celebrity collections to designer collaborations H&M keep us hanging on their every press release. Well now they’ve gone all green on us and as part of their “ongoing commitment to a more sustainable fashion future” have an ethical clothing range called the Conscious collection. Using materials such as organic cotton and recycled polyster means they are enabling guilt free shopping. The collection will hit stores in March in women’s wear, men’s wear and children’s wear.

So who should front this oh-so-2013 line? Certainly not a photo-shopped mannequin, no, the face of this line must stand for the same ethical values as the clothing. Cue Vanessa Paradis who often shops vintage to play a part in sustainable fashion herself.

If you want to be included in this movement and really, when there is scare of another dip into recession and all the existing environmental worries, we should all care about sustainability, you can with the help of H&M. For every bag of unwanted clothing (by any brand) H&M will exchange this for a voucher (in the UK and Ireland – 2 bags per person, per day maximum). Other shops such as Monsoon and Marks and Spencer have similar initiatives but what H&M is offering is at the largest scale seen on the high street.

The idea of being eco-friendly has clearly influenced the design of the collection as images of plants and animals are incorporated in prints and rain-forest greens make up the majority of the colour palette. It’s not breaking boundaries in terms of fashion forward design but with the initiative behind the collection it is important it sells. There is something in here, be it an all covered up maxi-dress or an on trend floral bomber, for everyone.  

This entry was posted on Friday, 25 January 2013 and is filed under ,,,,,. You can follow any responses to this entry through the RSS 2.0. You can leave a response.

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