Fashion retailer H&M has revealed today that actress and singer Vanessa Paradis is the new face of its sustainable brand Conscious.
Wearing on-trend and sustainable clothing in the campaign, Paradis will appear as brand ambassador worldwide and appear in the brand’s Spring campaign wearing garments made from sustainable materials, such as organic cotton and recycled polyester.
Available in stores worldwide as well as online from the end of March, the women’s collection will sit alongside menswear as well as clothing featuring prints for children and babies.
“I like being part of something like the Conscious collection at H&M,” Paradis commented.
“I try my best to shop consciously, and vintage is very much part of my wardrobe. I love the style and it works in an eco-friendly way because I like to use and reuse old clothes.”
Growing its own brands has been a key part of H&M’s growth strategy in recent months, and the Swedish retailer announced earlier this month that it is to open a Regent Street store operating under its ‘& Other Stories’ name, a label which offers luxurious items for reasonable prices.
Sustainability has become a growing trend across the retail sector as businesses look to entice ethically conscious consumers and analyst firm Conlumino’s Managing Director Neil Saunders told Retail Gazette that the growth of ethical retailing is all the more impressive given the continued economic downturn.
In a move it hopes will draw in such shoppers, H&M has also announced the launch of a Conscious garment collecting initiative, which allows customers to bring any unwanted garments from any label to selected stores and receive an H&M voucher in return for each bag received, to a maximum of two bags per customer per day.
A statement from the retailer said: “H&M is the first store to encourage garment return on this scale, in an effort to prevent clothing from going to landfill.”