Christy Tarlington became the face of the environmentally friendly H & M line
Swedish retailer H & M presented a new eco-friendly collection called “Conscious Exclusive”, created from new materials: recycled silver and Econyl fiber, which is obtained during processing of nylon waste, including old fishing nets. The face of the ad campaign of the collection was the American supermodel Christy Turlington.
The creation of the collection of designers was inspired by the life and work of the family of artists from Sweden – Karla and Karin Larsson. Future spouses met in the 1880s, together they studied art in the environs of Paris. After the wedding, Karin decided to devote more time to her family and refused her favorite business. Later, Karin decided to try himself as an interior designer. The artist also engaged in weaving and embroidery.
In the book’s lukbuk, designers tried to draw parallels between modern images and those worn by Karin and Karl Larsson.
Collection H & M Conscious Exclusive will be available from April 19, 2018 in selected stores around the world and online at hm.com. Prices will range from $ 60 for earrings to $ 300 for a homemade kimono made from natural flax with the addition of silk.
In the advertising campaign, in addition to 49-year-old Christy Tarlington, 29-year-old model Hydre Dukauskaite and 25-year-old model from Uganda Aamito Lagum also dreamed. Together they pose in an expensive country mansion, stroll through the sun-drenched park and do household chores.
“The use of recycled materials in the collection of Conscious Exclusive is a successful example of how new technologies combined with time-tested approaches can achieve incredible results,” says Anne-Sophie Johansson.
Eco-friendly collections are part of the company’s goal to earn the status of an eco-positive business by 2040, reducing by almost 100% the amount of greenhouse gas emissions caused by the production cycle.
“This strategy for us is not just a tribute to momentary trends, but a well-thought-out decision.” We plan to work in this industry not only for the next three years, but also for the next 30 years, “Anna Hedda, Head of H & M Sustainability Department commented. “Even now we can produce clothes from recycled materials, but in very limited quantities.If we are going to achieve this goal, we will need substantial investment, while the prices for clothes made from organic materials will be slightly higher than those that our customers are used to. While these additional costs are covered by the company, accustoming consumers to a new type of product, “- summed up Anna.