NEW YORK, Mar 17, 2011/ FW/ — It’s one of H&M’s most important new collections – a range of more sustainable fashion called Conscious, which will show exactly what can be done with greener materials.

To launch this range, scheduled to arrive in-store in mid-April, a campaign film by Sölve Sundsbo will feature models Abbey Lee and Natasha Poly, along with Clement Chabernaud and Ben Hill, wearing the key pieces from the all-white collection.

For women, it’s all about the romantic 70’s style with a mix of lace, crochet and broderie anglaise. For men, Conscious offers modern essentials that work both for spring and summer.

The collection also includes an organic cotton shopping bag that is being sold to support H&M’s project with UNICEF, All for Children, which protects children’s rights in the cotton-producing areas of India.