AD: GUNILLA ENGDAHL, Styling: Jet Vervest, MUA: Maria Martinez, Production Company: Alana international production service,

SAVE THE SPECIES: Swedish retailer Hennes & Mauritz AB is collaborating with the World Wide Fund for Nature on a sustainable collection of children’s clothes, in its latest initiative designed to cement its green credentials in the eyes of increasingly eco-conscious consumers.

Launching Sept. 27, the line features items such as sweatshirts, leggings and hooded dresses in organic cotton, with 10 percent of each sale helping fund the wildlife conservation organization’s endangered species program.

Designs are printed with illustrations of at-risk species such as tigers, snow panthers, polar bears, elephants and penguins. WWF hopes the collection will raise awareness among the younger generation of consumers.

AD: GUNILLA ENGDAHL, Styling: Jet Vervest, MUA: Maria Martinez, Production Company: Alana international production service,

The H&M Kids x WWF collection  Stefano Azario

“The campaign will not only raise funds for WWF’s conservation work, but we hope it will also inspire a new generation of environmental champions,” David Bloch, head of corporate marketing partnerships at WWF International, said in a statement. “The collection stands testament to how it is possible to produce at scale clothing that is better for both the environment and little ones.”

The brand first joined forces with WWF in 2010 on an ocean-themed collection, and subsequently inked a partnership with the organization in 2011 covering issues including water management and environmental strategies designed to make H&M’s activities more sustainable.

Wednesday’s news follows the announcement that H&M’s next Conscious collection will feature a number of sustainable fabrics, such as recycled cashmere, velvet made from recycled polyester and recycled plastic for accessories. Also launching Sept. 27, the line will be made using leftover Econyl yarn from previous H&M collections.

“We have an ambition to be fully circular, and as part of that we have set the goal to only use recycled or other sustainably sourced materials by 2030,” said Anna Gedda, head of sustainability for the H&M group.

This August, the H&M Foundation opened applications for the fourth round of its Global Change Award, a search for game-changing innovations to help fashion become a circular industry. The application period for the 2018 edition of the coaching program is open until Oct. 17.

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