H&M announced today that Vanessa Paradis, the face of Chanel, will front their new Spring Conscious Collection. The 40-year-old French actress and singer, who was in a relationship with actor Johnny Depp for fourteen years and is mother to their two children – Lily, Rose and John ‘Jack’, has been chosen by H&M, proving that she can not only style high-end designer fashion, but that she is as happy with a High Street line.
Promotional shots released today of the campaign, show Ms Paradis wearing a variety of on trend, sustainable pieces, which include a ruffle-edged yellow sundress and an embellished jacket worn with botanical print trousers. The full women’s collection will be available in stores from late March. The Conscious Collection will also include separates for Men such as blazers, chinos and Ikat print shirts and shorts, as well as playful printed choices for kids and babies.
Talking about the new campaign, Ms Paradis says, “I like being part of something like the Conscious collection at H&M. I try my best, 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 aim of the Conscious Collection is to try to encourage customers to reuse and recycle their clothing in an attempt to prevent it from filling up international landfills.
It is similar to the Marks and Spencer’s ‘Swhopping’ campaign, which offered money off new clothes from the store, when customers brought in their old clothes.
In the same vein, H&M are also launching their global garment collecting initiative, in which customers will have the ability to bring in unwanted bags of clothes, any size or any brand, to any H&M store. In exchange for each bag of clothing a customer brings to the store, they will receive an H&M voucher – with a maximum of two bags per customer, per day.
The Conscious Collection includes many outfits and accessories that are made from environmentally sustainable materials such as organic cotton and recycled polyester.
And Ms Paradis is not the only celebrity to boost the campaign’s awareness, last February, the actress Michelle Williams appeared in a gown from The Conscious Collection line for the BAFTA Awards, and Les Miserables star Amanda Seyfried also wore an outfit from the collection to a London film premiere in October 2012.
The fashion line and recycling scheme and are both part of H&M’s ‘ongoing commitment to a more sustainable fashion future.’
The Conscious collection also includes menswear and childrenswear lines.