NEW YORK, Jan 22, 2013/ — With singer and actress Vanessa Paradis as the face of Conscious at H&M, the biggest worldwide effort to prevent clothing from going to landfill commences on March 25.
On that date, the full women’s collection will be available in H&M stores worldwide as well as online, alongside Conscious collections for Men – blazers, chinos, Ikat print shirts and shorts – as well as fun prints for kids and babies.
On being named the face of this monumental effort, Vanessa Paradis 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.”
For the campaign, the actress and singer wear pieces as a ruffle-edged yellow sundress, as well as 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 like a floor-length dress alongside sporty shapes such as a cropped jumpsuit and a tropical print T-shirt dress.
There are accessories too, such as ankle-strap heels, and the entire collection is made from more sustainable materials, such as organic cotton, recycled polyester, and Tencel.
Coinciding with the campaign will be the launch of a Conscious garment collecting action at H&M. Customers will be able to bring any unwanted garments from any label to selected stores, and in return for each bag receive an H&M voucher, 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.