PARIS — Hennes & Mauritz AB will reveal today that it has collaborated with Alexia Niedzielski and Elizabeth von Guttman of sustainability think tank Ever Manifesto on its new Conscious Exclusive line of red-carpet looks made from more sustainable materials.
This story first appeared in the December 12, 2013 issue of WWD. Subscribe Today.
The Swedish fast-fashion giant tapped Amber Valletta as the face of its Conscious Exclusive and Conscious collections of environmentally sustainable clothing. Valletta succeeds Vanessa Paradis.
Niedzielski and von Guttman also model for the Conscious Exclusive campaign, which features outfits inspired by “a mix of flamenco and bohemia.”
The Conscious collection, made from fabrics such as organic cotton, hemp, Tencel and recycled polyester, will be available in all H&M stores that carry women’s wear and online, while the Conscious Exclusive range will be sold in 150 select H&M stores and online. Both are due to hit stores on April 10.
Launched in 2011, the Conscious Collection is part of H&M’s commitment to using only sustainable cotton by 2020. This includes organic cotton, recycled cotton and cotton grown under the aegis of the Better Cotton Initiative, which promotes farming practices that reduce water and chemical use.
Valletta is known for her environmental commitment. This fall, she collaborated with online retailer Yoox on the eco-fashion initiative Master & Muse, which showcases sustainable designs.
“I’m very excited to work with the H&M Conscious campaign, because we share the same values about sustainability,” Valletta said.
“This collection shows that you can be as mindful about people and the environment as fashion conscious,” she added. 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.”