Models on H&M Conscious Commercial

H&M has launched the campaign film for its Conscious Exclusive 2018 collection, which “brings together powerful femininity and sustainable fashion innovation”.

The collection, now at its seventh edition, includes womenswear clothing, lingerie, shoes and accessories made out of organic linen, organic cotton, organic silk, TENCEL, recycled polyester, and, for the first time, two new sustainable materials, recycled silver and ECONYL, which is a 100% regenerated nylon fibre from fishnets and other nylon waste. A white ECONYL sleeveless full-length dress with organic cotton embroidery and a green floral metallic jacquard full-length dress, a black floral jacquard trouser suit with an open slit at the back of the blazer and cropped flare trousers are among the statement pieces. Overall, the colour palette consists of greens, white and black with touches of dusky blue and powder pink. Accessories include delicate yet striking tulip-motif jewellery made from recycled silver, elegant satin slip in shoes made from recycled polyester, beautiful printed scarves in a TENCEL blend and a delicate pouch handbag made fully embellished with recycled plastic beads and sequins.

This year’s face of the H&M Conscious Exclusive campaign is world-renowned model and founder of the maternal health organisation Every Mother Counts Christy Turlington Burns, who said she has been “really impressed” by what this collection stands for and that “re-using and recycling is an important initiative across fashion”.

The 2018 print campaign was shot by fashion photographer Mikael Jansson and stars Christy Turlington Burns, Aamito Lagum, and Giedrė Dukauskaitė.

The Conscious Exclusive 2018 collection will be available starting 19 April in selected stores worldwide and online at the brand’s website.