By Jill Adams
Photography courtesy of H&M
H&M welcomes Vanessa Paradis as the new face of the Conscious collection: a trendy range of more eco-friendly clothing.
Paradis, who also frequents Chanel campaigns, models an embellished green jacket, paired with botanical print trousers and a light yellow sundress – all seen in the new spring campaign. These pieces are part of a collection made entirely from sustainable materials, including organic cotton, recycled polyester and Tencel, a silk-like renewable material.
The collection offers optimism and romance for women this spring, with a floor-length dress, printed tops and sleek trousers. Floral and botanical prints are also recurrent in the generally well-tailored garments.
The collection, which is part of H&M’s “ongoing commitment to a more sustainable fashion future”, also features menswear, childrenswear and accessories.
Concious offers well-fitted blazers, as well as printed shirts and shorts for men. For children, the line includes bright colours and fun prints and graphics. The full collections are expected to be available in stores worldwide, as well as online, on Mar.25.
“I like being part of something like the Conscious collection,” says Paradis. “I try my best to shop consciously, and vintage is very much a 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.”
To coincide with the new campaign, H&M will launch a global garment collecting initiative. Customers will be able to bring unwanted clothing – from any label – into H&M stores, also beginning on Mar.25. Shoppers will receive an H&M voucher in exchange for each bag brought in – with a maximum of two bags per customer, per day. This initiative marks the first time any store has promoted and rewarded garment return on such a scale, to prevent unwanted clothing from ending up in landfill sites. Commendable!