Swedish retailer H&M is continuing efforts toward making more sustainable clothing with the introduction of two eco-collections, Conscious and Conscious Exclusive, the company announced last week.
The new lines will be made with more sustainable materials and designed to show the range of those materials when it comes to style. Key fashion pieces from the Conscious collection will be made from materials like organic cotton, Tencel, hemp and recycled components.
The fast fashion retailer has already become one of the industry’s leading users of organic cotton and Conscious is part of its commitment to having all cotton come from more sustainable sources by 2020.
Conscious Exclusive, the higher end of the two lines, will be made in collaboration with Ever Manifesto, a publication focused on turning the fashion industry green. The more dramatic collection will include detailed designs inspired by flamenco and bohemia.
H&M chose supermodel Amber Valletta, known for her passion for sustainability, as the face of the collections. Valleta expressed excitement about working on the collection and said it “shows that you can be as mindful about people and the environment as fashion conscious.”
The Conscious collection will be available in all H&M stores that offer women’s wear and customers can find Conscious Exclusive in 150 select stores worldwide and online. Both lines will be in stores from April 10, 2014.