French actress Vanessa Paradis is the face of H&M’s Conscious collection for spring 13.
Paradis appears in a series of shots featuring clothes from the Swedish retailer’s sustainable range, which comprises pieces made of organic cotton, recycled polyester and Tencel.
The full spring 13 women’s Conscious collection will be available in stores worldwide and online from the end of March.
“I like being part of something like the Conscious collection at H&M,” said Paradis.
“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.”
To coincide with the start of the campaign H&M will also launch its Conscious garment collection initiative which encourages customers to bring old clothes, of any label, back to its stores in exchange for a H&M voucher.