H&M has released our first official look at supermodel Amber Valletta as the face of its upcoming “Conscious” and “Conscious Exclusive” collections, part of the Swedish retailer’s ongoing forays into planet-friendlier materials such as organic cotton, Tencel, hemp, and recycled polyester. “I’m very excited to work with the H&M Conscious campaign because we share the same values about sustainability,” Valletta, who succeeds Vanessa Paradis as spokeswoman, says in a press release. “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 with organic, recycled, and cellulose fabrics shows that you don’t need to compromise fashion for sustainability anymore.”
PREVIOUSLY ON ECOUTERRE: Amber Valletta is the Face of H&M’s 2014 Conscious Collection
Available in stores and online April 10, the upcoming ranges also marks the first collaboration between H&M and Ever Manifesto, a magazine-turned-“sustainable fashion and design think tank” co-founded by Charlotte Casiraghi, daughter of Princess Caroline of Monaco, and the granddaughter of screen legend Grace Kelly.
H&M’s “Conscious” and “Conscious Exclusive” collections will be available in stores and online April 10.
Casiraghi’s cohorts, Elizabeth von Guttmann and Alexia Niedzielski, played a key role in styling the apparel firm’s dressier, more upscale Conscious Exclusive line, which draws upon a “mix of flamenco and bohemia,” according to H&M.
“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,” say von Guttmann and Niedzielski. “To be able to support their Conscious teams and to implement and inspire positive change is a really exciting experience,”