Written by Alice Casely-Hayford
French actress Vanessa Paradis, who shot to fame as a pop star at the age of 14, has just been announced as the face of H&M's new sustainable fashion collection, Conscious. The womenswear collection which is made from sustainable materials including organic cotton, recycled polyester and Tencel will be available globally in H&M stores as well as online from the end of March. Additionally, the high street chain is inviting the public to donate unwanted clothing from any brand in store in exchange for an H&M voucher. The environmentally friendly initiative is the first time that a high street store has promoted and rewarded recycling with such a large project, allowing customers to trade a maximum of two bags per day for credit in store.
Paradis, who has previously fronted both handbag and cosmetics campaigns for Chanel, supported the H&M project wholeheartedly stating that "I like being part of something like the Conscious collection at H&M. 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."