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Fashion except an ambassador of something beautiful, vain, new, modern and different, can be an ambassador of something really useful for the public benefit. Bigger and bigger brands pay attention to the theme of environmental protection and become really involved in it. For example, in their collection Conscious Exclusive 2016 that was created by innovative sustainable materials, H&M even introduces new materials such as dinimite – recycled denim. This time the inspiration for the collection comes from the archives of the Louvre and there are direct references to the works of famous artists such as Gustave Moreau and Botticelli. I had the pleasure to touch a fabulous dress which is made of organic linen and silk with applications of organic hemp and silk. You can also buy a new fashion discovery of this limited edition collection, because it comes all over the world in selected stores on 7 April, and in Bulgaria it will be available only on Vitosha blvd. 6 and online.
Another interesting resistant campaign of H&M is the forthcoming World Recycle Week, which will take place from 18 to 24 April. During this period, H&M aims to collect 1,000 tonnes of unwanted or worn out garments from customers worldwide in its more than 3,600 stores. The initiative is part of the H&M’s goal to close the production cycle in fashion, by recycling unwanted garments in order to create recycled textile fibres for new products. In this way we not just reduce the textile waste, but also save resources that would be spent on the creation of new clothes. You can join in this great initiative between 18 – 24 April, too. This week, except doing something good for nature and ourselves, for each bag with old clothes you will receive two vouchers for discount. It sounds great, right?
Now I leave you to enjoy our new collaboration with H&M, inspired by the beauty and freedom of the nature that can go hand in hand with fashion.