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H&M gears up for new Conscious Exclusive Collection
Dec '14
The Swedish multinational retail-clothing company H&M is prepping up to come up with another periodic instalment from its environment-friendly fashion series Conscious Exclusive Collection.

In its constant endeavour to promote sustainability, the retailer’s new line is made using earth-friendly materials like tencel, recycled polyester, conscious leather and organic silk, cotton and linen.

Due to be available for purchase in around 200 H&M stores worldwide and online from April 16, 2015 onwards, the collection has been enhanced with hand-drawn prints, exquisite cuts and detailing inspired from African, Asian and Indian cultures.

While talking about the range, Ann-Sofie Johansson, H&M’s head of design for new development, said, “I love the look of this year’s Conscious Exclusive collection. The pieces are full of character with the most beautiful prints, all made from more sustainable materials.”

The upcoming offering of Conscious Exclusive Collection has been modelled by the American actress and humanitarian, known for her commitment to sustainability and environmental causes, Olivia Wilde.

Speaking about the new H&M campaign deal, the 30-year-old star says, “Sustainability is one of my biggest passions. I’m proud to be the face of H&M Conscious Exclusive, a collection which shows the stylishness of sustainability.”

The new advertorial images for the collection showcase the NYC-born actress in a black halterneck jumpsuit with a plunging neckline and a feather print low-neck full-skirted dress.

Releases periodically, the Conscious Exclusive Collection is made entirely from eco-friendly like organic cotton, recycled polyester, polyamide and tencel.

Founded in 1947, H & M Hennes&Mauritz AB (H&M) is synonymous with affordable as well as up-to-date and high quality fashion. H&M has a wide product range that is divided into a number of different concepts for women, men, teenagers and children.

The company's clothing collections are created by its own designers, pattern makers and buyers. H&M has more than 104,000 employees and around 3,000 stores in 53 markets, including franchise markets. (PB)

Fibre2fashion News Desk - India

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