It’s great to see brands move towards sustainable ways of manufacturing and being proactive regarding ethical fashion. H&M are the latest to do this with the launch of their new Conscious range which I had a look at in Dublin last week. And just this morning, the brand announced that the face of this new campaign is the very lovely Vanessa Paradis. Yes Johnny’s ex, but known for her singing and acting moreso than anything else.
In the shoot to promote the Conscious collection, Vanessa wears pieces such as a ruffle-edged yellow sundress, and an embellished zip-up utility jacket worn with botanical print trousers. The pieces are part of a collection full of optimism for spring, with romantic styles such as a floor-length dress alongside sporty shapes, including a cropped jumpsuit and a tropical print T-shirt dress. There are accessories too, which include ankle-strap heels. The entire collection is made from more sustainable materials, such as organic cotton, recycled polyester, and Tencel.
The full women’s collection will be available in H&M stores worldwide as well as online from 25th March, alongside Conscious collections for Men – blazers, chinos, Ikat print shirts and shorts – as well as fun prints for children and babies.
Vanessa says, “I like being part of something like the Conscious collection at H&M. I try my best to shop consciously, and vintage is very much part of my wardrobe. I love the style and it works in an eco-friendly way because I like to use and reuse old clothes.”
Coinciding with the campaign will be the launch of a Conscious garment collecting initiative at H&M. Customers will be able to bring unwanted garments from any brand into any H&M store within the UK and Ireland. In return for each bag, customers will receive an H&M voucher up to a maximum of two bags per customer per day. H&M is the first store to encourage garment return on this scale, in an effort to prevent clothing from going to landfill.