Introducing H&M's new Conscious Exclusive collection

H&M have been busy bees - today the Swedish apparel company announced a new collaboration with Alexia Niedzielski and Elizabeth von Guttman, from the sustainable fashion and design think tank 'Ever Manifesto' for its

new Conscious Exclusive line. H&M has also developed a new Conscious collection for next year spring, to be launch alongside the Exclusive collection.

The Conscious Exclusive collection was designed to reflect what fashion can do with more sustainable materials and takes its inspiration from flamenco and bohemian styles. The collection will be available in 50 selected H&M stores worldwide, as well as online. Both collections will be launched on the same day, the 10th of April, 2014.

H&M and Ever Manifesto team up to make sustainable fashion more mainstream

Von Guttman and Niedzielski shared their enthusiam for the collaboration: “It's great to engage with a brand like H&M that’s already aiming to lead the industry in making sustainable fashion mainstream, especially with such an elaborate and innovative collection. To be able to support their Conscious teams and to implement and inspire positive change is a really exciting experience.”

The Conscious collection will be available in all H&M stores that sell womenswear worldwide, as well as online. The fashionable items that make up the Conscious collection are all made from sustainable materials and fabrics, such as 100 percent recycled cotton, temp and tencel. Model Amber Valletta, who shares H&M's concerns for sustainability, will be the face for both collections.

“I’m very excited to work with the H&M Conscious campaign, because we share the same values about sustainability. This collection shows that you can be as mindful about people and the environment as fashion conscious. I simply love the designs and the fact that all the pieces are made from organic, recycled and cellulose fabrics shows that you don’t need to compromise fashion for sustainability anymore,” said Amber Valletta.

Since 2010, H&M has been the largest retail user of certified organic cotton across the globe. The Conscious Collection was first launched in 2011 as part of H&M's ongoing commitment to only source sustainable cotton by the year 2020.

Photos: Courtesy of H&M