Vanessa Paradis has been chosen to represent H&M's new Conscious range, a selection of sustainable clothes and accessories set to hit stores in March.
Made from materials such as organic cotton, recycled polyester, and the eco-friendly, silk-like fabric Tencel, the brand describes it as "a collection full of optimism for spring."
“I like being part of something like the Conscious collection at H&M," Paradis said. "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.”
Paradis posing in a ruffle-edged yellow sundress and in an embellished zip-up utility jacket with botanical print trousers, all from H&M's new Conscious range
And in a rather more radical eco-friendly commitment, the company will let customers exchange up to two bags of unwanted clothes - from any label - for an H&M voucher, in selected stores. The company says the initiative is the largest of its kind by a retailer and is designed to prevent the clothing from going to landfill.
The Conscious range will also extend across menswear and childrenswear.
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Words: Anna Pollitt. Images: H&M