H&M Conscious campaign

Global high street fashion retail giant, H&M, has today announced the face of its sustainable brand, Conscious: Parisian actress and singer, Vanessa Paradis. Wearing on-trend and sustainable clothing in the campaign, Paradis will appear as brand ambassador worldwide and appear in the brand’s Spring campaign wearing garments made from sustainable materials, such as organic cotton and recycled polyester.

Due to launch in stores across the globe and online, end of March, the collection will sit with the retailers’ mens line and childrenswear.

“I like being part of something like the Conscious collection at H&M,” Paradis says. “I try my best to shop consciously, and vintage is very much part of my wardrobe. I love the style and it works in an eco-friendly way because I like to use and reuse old clothes.”

It’s a big step in the retailers strategy to develop its own inhouse brands, which includes a Regent Street store opening dedicated to its ‘& Other stories’ label. And with sustainable clothing seeing a huge rise in high street popularity, the retailer is making a big push to pull in eco conscious consumers.

In a move it hopes will draw in such shoppers, H&M has also announced the launch of a Conscious garment collecting initiative, which allows customers to bring any unwanted garments from any label to selected stores and receive an H&M voucher in return for each bag received, to a maximum of two bags per customer per day.

A statement from the retailer said: “H&M is the first store to encourage garment return on this scale, in an effort to prevent clothing from going to landfill.”