On April 10th, H&M will launch its new Conscious and Conscious Exclusive collections. This season they will introduce two new materials – organic leather from Swedish leather supplier Tärnsjö, and organic silk. The collections show that sustainable fashion can indeed offer beautiful and highly wearable creations. In parallel with the launch, H&M is also introducing the use of CleverCare, a new system of labeling symbols and guidelines to promote sustainable wear and care.
The Conscious Exclusive collection has been made in collaboration with EVER Manifesto, a sustainable-fashion and design think-tank that shares H&M’s commitment to a more sustainable future for fashion. Ever Manifesto will also appear in the Conscious Exclusive campaign together with Amber Valletta, a supermodel and actress known for her commitment to sustainability. Amber Valletta is also the face of the Conscious Collection campaign.
“H&M is proud of its sustainability work. Conscious and Conscious Exclusive show the breadth of possibilities with sustainable materials, and our use of the new CleverCare labeling lets our customers join our mission to create a more sustainable future for fashion,” says Ann-Sofie Johansson, H&M’s Head of Design, New Development.
Conscious Exclusive is a specially designed, limited edition collection made in high-quality fabrics with dramatic and intricate details inspired by flamenco and Bohemian influences. New materials in the collection are organic leather (leather from cows bred for organic meat production on Swedish farms) and organic silk cultivated in organic mulberry trees.
The collection will be available in 150 selected H&M stores worldwide. Selected pieces will also be sold on yoox.com in an area dedicated to Master & Muse, Amber Valletta’s initiative to promote environmental responsibility.