H&M recently jumped on the sustainable fashion bandwagon by bringing out an ethical clothing range. This is part of H&M’s “ongoing commitment to a more sustainable future”.
The face of this range is Vanessa Paradis who models womenswear and accessories for the campaign. H&M have produced the clothing from various sustainable materials such as organic cotton, recycled polyester and Tencel. A range for menswear and childrenswear have also been produced.
Running alongside this campaign, H&M have established a Conscious garment collection initiative which allows shoppers to take any of their unwanted clothes regardless of brand, to any of their stores across the UK and Ireland, where they will then be recycled. As an incentive donators will be given an H&M voucher for every bag that they donate, up to the maximum of two bags per day. This is a first for the high street as no other store has offered this service in the hope that they can prevent unwanted items from heading straight to landfill.
To link with the “Conscious” theme, H&M will be launching a partywear collection in the coming months which is to be entitled Conscious Exclusive and shall include menswear, womenswear and accessories.
