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Conscience conscious

Conscience conscious

Spring has arrived and here’s another reason to celebrate! On 10 April, high street retailer H&M launched a new, exclusive collection that’s conscientious, colourful, and just a little bit kooky. Think along the lines of a matador bolero jacket, a bright orange dress made from Tencel with polyamide, and a loose-cut kaftan covered in a hand-drawn zebra print.

The Conscious collection is H&M’s third as part of its Conscious initiative and was designed in partnership with the sustainable fashion and design Think Tank, Ever Manifesto. Ever Manifesto will appear in the Conscious Exclusive campaign, together with supermodel and actress Amber Valletta, who is the face of the campaign.

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Inspired by flamenco dancing and Spanish bullfighting, the collection is both dramatic and bohemian. It features beautiful ruffled dresses, tailored bustiers and rich embellished tops, along with shoes and accessories, all made with sustainable materials such as organic silk (cultivated in organic mulberry trees) and organic leather from Swedish leather supplier Tärnsjö (derived from grass fed cows).

“H&M is proud of its sustainability work,” says Ann-Sofie Johansson, H&M´s Head of Design, New Development. “Conscious and Conscious Exclusive show the breadth of possibilities with sustainable materials, and our new Clever Care labelling lets our customers join our mission towards a more sustainable future for fashion.”

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You can get H&M Conscious Collection pieces online as well as in 150 selected stores, with certain pieces also be available on yoox.com, in the area dedicated to Amber Valetta’s recently launched Master & Muse site.

www.hm.com

www.clevercare.info

www.evermanifesto.com