Amber Valletta is the face of H&M's Conscious line for spring 2014. The retailer is preparing two new eco-friendly collections for spring 2014: Conscious and Conscious Exclusive, both of which will be modeled by the American actress, who replaces French actress Vanessa Paradis from the role. The star took her role as a spokesperson for the brand seriously and went on to share some of her favorite things about the new line:
“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 with organic, recycled and cellulose fabrics shows that you don’t need to compromise fashion for sustainability anymore,” she stated.
For the Conscious Exclusive collection, which will feature pieces made from materials like organic cotton, Tencel, hemp and recycled materials, the label has worked with Ever Manifesto, which shares the same types of values in respect to sustainability in fashion. Elizabeth von Guttman and Alexia Niedzielski from Ever Manifesto expressed their appreciation for the Swedish retailer's strides towards a 'greener' future in 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.”
For the 2014 spring season lines which will be available in stores globally and online starting with April 10, the label has used 'a mix of flamenco and bohemia' as inspiration. Though only a sneak peek of the new line was released, it's pretty safe to say that there will be quite a few interesting things worth checking out.