Can Eco Fashion Go Mainstream? H&M And Amber Valletta Say Yes

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H&M continues to push the boundaries of High Street retailing this week with the announcement of its latest sustainable fashion initiative. The brand’s Conscious Collection is a range of clothing made from environmentally friendly materials such as organic cotton, hemp, and recycled fabrics. The collection will be available in every single store making it much easier for eco-fashion lovers everywhere to get their hands on clothing that match their beliefs. The brand has enlisted the talents of Amber Valletta to promote the line.

“I’m very excited to work with the H&M Conscious campaign, because we share the same values about sustainability," explains the supermodel. "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.”

The brand has also joined forces with design think tank and sustainable fashion brand Ever Manifesto to a create a capsule collection called Conscious Exclusive. This tight edit of boho-inspired pieces will be available at 150 stores worldwide and online. Sadly both collections won’t be available to buy 'til April 10, 2014. Click through to watch the video of Valletta and the designers Elizabeth von Guttman and Alexia Niedzielski from Ever Manifesto discuss this exciting project.