Vanessa Paradis stars as the new face of H&M’s ethical Conscious collection

French model Vanessa Paradis is the new face of H&M’s new summer 2013 campaign for their ethical clothing range Conscious. Conscious is part of H&M’s “ongoing commitment to a more sustainable fashion future”. “I like being part of something like the Conscious collection at H&M,” said Paradis. “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.” 

The collection features sustainable materials like organic cotton, Tencel and recycled polyester for their women’s, men’s and children’s collections. H&M will start a new initiative in which they will give 15% off to customers who donate bags of used clothes from any brand into any H&M store in the UK and Ireland for recycling. Shoppers will receive an H&M voucher in exchange for each bag, with a maximum of two bags per customer, per day.  The move marks the first time that any high-street store has promoted and rewarded recycling to such a scale, with the aim of preventing unwanted clothing from ending up in landfill sites.

The campaign was shot at the Château de Millemont in Paris, and the film was directed by Johan Renck.  It features beautiful, romantic shots of Vanessa in a white room casually surrounded by moss and flowers. The Conscious collection launches in stores on 25^th March, so go check it out and don’t forget your used clothes for that extra discount!

Gillian Horsley
Photos: Courtesy of H&M

Watch the H&M commercial here: