Tong Liya helps Launching new H&M Conscious Collection

Global fashion label H&M has launched its Conscious Collection with Chinese actress Tong Liya among the 13 women featured in the promotional campaign.

Every piece in the collection is made from sustainably sourced materials, such as 100-per-cent organic cotton, Tencel or recycled polyester.

“We’re absolutely thrilled to have this spring collection made out of sustainable materials,” said the brand’s head of design womenswear Maria Östblom. “With feminine, easy-going silhouettes, dreamy floral prints and separates all created by our in-house design team that can easily be mixed and matched, it shows how style and sustainability can work together beautifully.”

The floral prints and earthy colours of the collection are styled to complement feminine details such as ruffles, off-the shoulder necklines and balloon sleeves.

Throughout the month of April, H&M will not only celebrate their sustainability actions and goals as a company, but also highlight the Conscious Collection in stores all around the world. Promotions will emphasise H&M’s status as among the world’s largest users of sustainably-sourced materials and its continued commitment towards a sustainable fashion future.

“This Conscious Collection is a wonderful step towards meeting one of our main goals – to use only 100 per cent recycled or other sustainably-sourced materials by 2030,” said H&M’s global sustainability manager Isak Roth. “Sustainability is one of our core values, and while there is a lot of work going into this throughout the entire value chain, it’s always exciting to see the more consumer-facing campaigns really showcase our conscious way of thinking.”