Beauty and Fashion Dubai

H&M is to launch its new Conscious and Conscious Exclusive collections on April 10. With two new introductions – organic leather from the Swedish leather supplier Tärnsjö, and organic silk – the collections show what can be created in more sustainable materials. Coinciding with the launch, H&M is also introducing the new labelling system CleverCare – a label showing a system for sustainable wear and care.

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

           

The Conscious Exclusive collection is made in collaboration with sustainable fashion and design think-tank EVER Manifesto, which 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, the supermodel and actress known for her commitment to sustainability. Amber Valletta is also the face of the Conscious collection campaign.

Conscious Exclusive is a specially-designed limited edition collection made in high quality fabrics with dramatic and intricate details inspired by flamenco and bohemia.

New materials to 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 as well as online. Selected pieces will also be sold in the area dedicated to Amber Valletta’s environmentally responsible initiative, Master & Muse, on yoox.com.

This year’s Conscious collection is full of must-have fashion made in more sustainable materials and perfect for spring. Key pieces are a bright orange dress that is longer at the back and made from Tencel® with polyamide, and a loose-cut kaftan featuring a hand-drawn zebra print. The collection will be available in all H&M stores as well as online.