H&M signs up Amber Valletta to front sustainable fashion campaign
Making its debut in store an online in April 2014, the Conscious collection features fashion pieces made with materials such as organic cotton, Tencel, hemp and recycled materials.
Commenting on her involvement Valletta said: “I’m very excited to work with the H&M Conscious campaign, because we share the same values about sustainability. This collection shows that you can be as mindful about people and the environment as fashion conscious. I simply love the designs and the fact that all the pieces are made with organic, recycled and cellulose fabrics shows that you don’t need to compromise fashion for sustainability anymore.”
For this year’s Conscious Exclusive collection, H&M is working in collaboration with the sustainable fashion and design think tank Ever Manifesto to create a number of intricately detailed pieces which take a mix of flamenco and bohemia as their inspiration. Conscious Exclusive will be available in 150 selected H&M stores worldwide, as well as online.
Ever Manifesto’s Elizabeth von Guttmann and Alexia Niedzielski said: “It’s great to engage with a brand like H&M that’s already aiming to lead the industry in making sustainable fashion mainstream, especially with such an elaborate and innovative collection. To be able to support their Conscious teams and to implement and inspire positive change is a really exciting experience.”
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