H&M to Launch Conscious Denim Line

Joanna Elizabeth

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Published September 16, 2014

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Updated October 23, 2017

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Set to be released on October 2nd, fashion retailer H&M has announced that its Conscious Denim line will feature looks for men, women and children. Available worldwide, the range will feature jean styles ranging from high-waisted skinny jeans to boyfriend cut and jogger jeans in a knitted indigo that are described as having the softness of sweatpants. Hana Jirickova stars in the campaign photos alongside Henrik Fallenius.

Related: Magdalena Frackowiak Models H&M Fall Denim Looks

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H&M Conscious Denim Product Images

“We’re so excited about Conscious Denim at H&M. We’ve worked hard to reduce the environmental impact from the washing processes alongside using materials that are more sustainable. The collection is full of great pieces, and proves how sustainability can equal great style,” says Helena Helmersson, Head of Sustainability H&M.


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