To represents its line of eco-responsble clothing, the Swedish retailing giant has called in Vanessa Paradis. The actress, singer and Johnny Depp's ex will feature in the campaign leading up to the collection's launch on 25 March.

News broke of the campaign on 21 January when a behind-the-scenes video hit the web, a communication decision that shows the importance of the campaign to the brand. First launched 2 years ago with a campaign featuring models Natasha Poly and Abbey Lee, the line was created following the Better Cotton Initiative, which has so far helped 70,000 cotton harvesters become much more sustainable. H&M has set an objective to produce 100% of its cotton items from sustainable cotton sources by 2020.

Vanessa Paradis says, “I like being part of something like the Conscious collection at H&M. I try my best to shop consciously, and vintage is very much part of my wardrobe. I love the style and it works in an eco-friendly way because I like to use and reuse old clothes.”

Just a few days ago, H&M announced another new ambassador to the brand: tennis star Tomas Berdych. The H&M group, which include the brand COS and Monki, est present in 2700 stores across 48 countries in Europe, Asia, North American, North Africa and the Middle East.

The brand recently announced the launch of a new brand, & Other Stories, which will be present in 10 European countries.