Launching April 10, the limited-edition lineup will be available both online and at 150 select H&M stores worldwide. Spokesmodel Amber Valletta will also feature select pieces on her “Master & Muse” marketplace on Yoox.
The Conscious Exclusive collection will launch online and at 150 select H&M stores worldwide on April 10.
H&M developed Conscious Exclusive in partnership with sustainable-design think tank Ever Manifesto. The firm’s Elizabeth von Guttmann and Alexia Niedzielski will appear in the Conscious Exclusive campaign together with Valleta, who is also the face of the mainline “Conscious Collection.”
“There’s a movement happening in fashion for everything to become more sustainable, more responsible and its important for companies like H&M to take steps and be leaders,” Valletta said at an H&M Conscious event in West Hollywood on Wednesday night. “As consumers we need to buy better. H&M has a great opportunity to inform so many people and raise awareness. As a global company they can really make an impact and I wanted to come out and support the brand I am working for.”
Also making its debut next month is the “Clevercare” clothing label, which includes environmentally friendly laundry tips such as “lower the temperature when washing” and “line-dry more, tumble-dry less.”
H&M is also debuting the “Clevercare” clothing label, which includes environmentally friendly laundry tips.
“H&M is proud of its sustainability work,” said Ann-Sofie Johansson, H&M´s head of design, new development. “Conscious and Conscious Exclusive show the breadth of possibilities with sustainable materials, and our new Clevercare labeling lets our customers join our mission towards a more sustainable future for fashion.”
To toast the unveiling, H&M and Ever Manifesto came together to publish Ever Conscious, a one-shot magazine with a cover by Carsten Höller and interviews with more than 20 environmental and cultural movers and shakers, including model-activist Lily Cole, musician-entrepreneur Pharrell Williams, and chef Daniel de la Falaise.
H&M is only dipping a foot into the luxury market, but this is the direction it should take if it plans to shrug off the yoke of “fast fashion” and its incumbent baggage. Smaller quantities, higher quality? Olé!