H&M “ongoing commitment to a more sustainable fashion future”

On march 25th, retailer H&M launched an “eco-conscious” collection entirely made from more sustainable materials, such as organic cotton, recycled polyester, and Tencel. Called Conscious Collection, it includes pieces to suit many different styles like printed trousers, elaborate bombers, easy going tunics and floaty, ruffle-edged yellow sundress, corporate blazers, floral maxi dresses… The range is part of the Swedish brand’s “ongoing commitment to a more sustainable fashion future“. H&M also claims it was the biggest user of organic cotton in 2011 and is committing to use only organic cotton and being zero discharge by 2020, according WWD

Vanessa Paradis shooting for H&M’s new Conscious line. The campaign film was directed by Johan Renck.

A global garment collecting project

Alongside the new collection, the Swedish brand also launched on March 25th a clothing exchange initiative. To encourage customers to recycle garments, participating H&M stores will now collect bags of unwanted clothes. In exchange shoppers will be gifted with an H&M voucher (for 15% off on one item of the customer’s choice). Donated clothes don’t have to be in good condition or carry an H&M label and will be recycled and potentially used to make new clothing. “Our sustainability efforts are rooted in a dedication to social and environmental responsibility,” H&M CEO Karl-Johan Persson said in a statement. “We want to do good for the environment, which is why we are now offering our customers a convenient solution: to be able to leave their worn out or defective garments with H&M.”


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