This is one of the most important collections of H & M. The sustainable character of Conscious Collection will show just what can be achieved by using greener materials. To launch this series a campaign was prepared by the photographer Sölve Sundsbo that shows models Abbey Lee and Natasha Poly, along with Clement Chabernaud and Ben Hill, wearing the pieces from the white collection. The women section is dominated by the romantic style of the '70s with a combination of fine lace, crochet lace and Broderie Anglaise. The men section offers modern pieces that can be worn during spring or summer. The collection also includes a shopping bag from organic cotton that is sold to contribute to the work of H & M with UNICEF and All for Children, which protects the children rights in 'cotton producing' areas in India.