As you’ve probably already heard French beauty Vanessa Paradis has been revealed as the face of H&M’s conscious collection for 2013, well the images have finally been released and they are incredible. The conscious collection has been an annual event for H&M since 2008 and aims to highlight the company’s passion and drive towards a more sustainable future for fashion, promoting garments made of of sustainable and recycled materials. The collection aims to break down the negative stigma attached to eco-fashion and prove that ethically produced clothing can be both bang on trend and represent great value for money. The campaign images have been stripped back to focus on two key elements – the sustainable garments and the overall green theme that represents everything H&M believes in with regards to sustainable fashion. I think you will agree that this is one of their strongest campaigns to date, the images are just beautiful.
The collection is the biggest to date and really offers a solid range of clothes that are either completely recycled or are produced using 100% organic cotton. It really does prove that sustainable fashion can be a viable alternative to the highly disposable and high carbon fashion world we currently live in, many critics have previously been quick to criticise the lack of sustainable clothing in areas other than basics. Another key feature is pricing, H&M’s huge scale enables them to bring down unit costs so that the conscious collection reflects the incredible value for money that has been the key driving force behind their global success.
The key themes in the collection are definitely prints featuring floral patterns and jungle scenes, colourful jewel detailing and various shades of green contrasted with brilliant whites. Overall the collection is very cohesive and versatile, the garments are simply styled with clean cut silhouettes which creates a great casual, summery feel. Another great highlight for this year is the wider range of accessories offered, the range includes jewellery, bags and numerous shoes from floral pumps to killer heels. I am really impressed with the collection and the great promotional images will really help ensure the success of this collection.
Check out a selection of my favourite items from the womens collection in the gallery below! Let me know what you think 🙂