Something new: aware wear

Fashion retailer H&M wants to get into your head.

Conscious, the side label established by the Swedish clothing giant in 2011 with sustainability in mind, has launched a garment-collecting initiative aimed at redistributing recycled and eco-friendly material. From February 14, H&M will accept clothes by any brand at stores in all 48 markets where it has a presence - including Hong Kong, although initially only at the Cityplaza and Tuen Mun stores. The collected garments will then be passed on for reprocessing, with textiles and fabrics that would have otherwise ended up as landfill being given a new lease of life. Those submitting items will receive a voucher for a 10 per cent discount on a single purchase.

The Conscious spring collection, which has former Mrs Johnny Depp Vanessa Paradis as the face of its advertising campaign and launches on March 25, proves fashion can help you be beautiful on the inside as well as the outside. The entire range - both womenswear and menswear - is made from sustainable materials such as organic cotton, recycled polyester and Tencel.

The company has also teamed up with conservation body WWF to undertake joint projects aimed at improving management of river basins in the mainland and Bangladesh, and achieving greater water efficiency in H&M's own operations. The partnership also hopes to raise awareness of water conservation issues.