H&M‘s new Conscious and Conscious Exclusive collections – which launch April 10 – bring with them the use of two new organic materials: organic leather from the Swedish leather supplier Tarnsjo as well as organic silk. The collections will also introduce a new labelling system that will explain how to care for the garment sustainably – CleverCare.
“H&M is proud of its sustainability work. Our Conscious and Conscious Exclusive collections show the breadth of possibilities with sustainable materials and our new CleverCare labelling encourages our customers to join in our mission towards a more sustainable future for fashion,” says Ann-Sofie Johansson, H&M’s head of design, new development.
The collection is made in collaboration with the sustainable fashion and design think-tank EVER Manifesto and will see model and actress Amber Valletta pose for the campaign.
Conscious Exclusive will take on a bohemian and flamenco feel while the Conscious collection will be more holiday-ready. Both will be available at 150 selected H&M stores worldwide as well as online.