Despite them being the second largest retailer in the world, fast fashion isn't always the first thing that comes to mind when you hear the name H&M. Ahead of this you are likely to think designer collaboration, celebrity ad campaigns and -more recently - sustainable fashion.
The brand have made no secret of their desire to see all of their clothes be made from recycled and Eco friendly fabrics in the near future. They recently launched an initiative whereby shoppers can exchange a bag of old clothes for a £5 voucher and also had Vanessa Paradis launch their 'Concious Collection' - a range made entirely from materials such as organic cotton and tencel - before launching their 'Concious Exclusive Collection' with a similar selling point but with a slightly higher price point and much better, higher fashion pieces.
Now it seems the retailer have no intention of slowing down their plans an have now tapped supermodel and actress Amber Valletta to front the latest collection. The model stated she is 'honored' to face both collections and that 'it's wonderful to represent a company that matches my values and it's exciting to be able to collaborate in this way'.
The collection will launch in certain stores on April 10th 2014 and whilst the looks are still under wraps, you can view some behind the scenes footage on YouTube now.
