H&M @ Conscious And Conscious Exclusive Collections

H&M launches its 2014 new Conscious and Conscious Exclusive collection with two new introductions - organic leather from the Swedish leather supplier Tarnsjo, and organic silk shows that the collections can be created in a more sustainable materials. Coinciding with the launch, H&M is also introducing the new labeling system, CleverCare - a label showing a system for sustainable wear and care.

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 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 polymide, and a loose-cut kaftan featuring a hand-drawn zebra print.

"H&M is proud of ts sustainability work. 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," 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 and actress know for her commitment to sustainability. Amber Valletta is also the face of the Conscious collection campaign.

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