H&M's Conscious and Conscious Exclusive collections demonstrate the retailer's devotion to lead the industry in making sustainable fashion mainstream. Photo provided to China Daily

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"It's great to partner with a brand like H M that's already aiming to lead the industry in making sustainable fashion mainstream, especially with such an elaborate and innovative collection. It's also a really exciting experience to support H M's Conscious teams and implement and inspire positive change," says Elizabeth von Guttmann of Ever Manifesto.

US model and actress Amber Valletta is the face of the new collection's advertising campaign. Valletta is known for her interest in sustainability.

"This collection shows that you can be mindful about people and the environment and fashion-conscious at the same time. I simply love the designs, and the fact that all the pieces are made from organic, recycled and cellulose fabrics shows that fashion and sustainability are no longer about compromise," Valletta says.

"One important thing for us, being one of the biggest retailers in the world, is that we carry responsibility," says Magnus Olsson, country manager of H M Greater China and Southeast Asia.

The Conscious and Conscious Exclusive collections were first launched early in 2010 and received a good response from consumers, according to Olsson.

He stresses that H M has made many efforts to create eco-friendly fashion. Among all the fast fashion companies, H M is the biggest buyer of organic cotton.

"By 2020, we are aiming to use more eco-friendly materials in our collections," Olsson says.