Highly anticipated by fashionistas who are also concern about the sustainability of the environment and the well-being of Mother Earth, the Conscious and Conscious Exclusive collections for 2014 are conceived in collaboration with the sustainable fashion and design think-tank EVER Manifesto, who share H&M’s
commitment to a more sustainable future for fashion.
“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.
"To be able to support their Conscious teams and to implement and inspire positive change is a really exciting experience,” say Elizabeth von Guttmann and Alexia Niedzielski from the EVER Manifesto.
Using high quality fabrics, this year’s Conscious Exclusive collection features dramatic and intricate details, inspired by the beauty of flamenco and the liberty of Bohemia region.
Think rich embellishments, layers of ruffles that form graceful skirt of the dress, neatly formed fan pleats, timeless paisley prints and the Bohemian staple off-shoulder silhouette.
What’s more, two new materials are introduced as part of the materials used to conceive the exclusive collection – organic leather and organic silk.
The organic leathers are sourced from cows that are bred for organic meat production in Swedish farms, supplied by Tärnsjö, a Swedish leather supplier. On the other hand, the silk is cultivated from silk worms that are fed on organic mulberry trees foliage.
As for the Conscious collection, the key pieces include bright orange dress that is longer at the back and made from Tencel with polyamide, as well as a loose cut caftan covered in a hand-drawn zebra print.
Adding pizzazz to the Conscious campaign is the participation of supermodel Amber Valetta as the face of the campaign.
“I’m very excited to work with the H&M Conscious campaign, because we share the same values about sustainability. 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 from organic, recycled and cellulose fabrics shows that you don’t need to compromise fashion for sustainability anymore,” says Amber Valletta.
Amber Valletta has recently launched the site Master & Muse for socially responsible customers and selected pieces will be sold on yoox.com in the area dedicated to Amber Valletta´s Master & Muse.
The H&M’s Conscious collection will be available at H&M Lot 10 and Avenue K from April 10th, 2014 onwards while the H&M Conscious Exclusive collection will be available only at H&M Lot 10 on the same date.
H&M – Lot 10 Shopping Centre, 50 Jalan Sultan Ismail, 50250 Kuala Lumpur; Avenue K, 156 Jalan Ampang, 50088 Kuala Lumpur.