Paradis models a series of womenswear apparel and accessories in the campaign - pieces due to land in-store from March. The entire range is made from sustainable materials such as organic cotton, Tencel and recycled polyester. A men's and childrenswear collection is also available.
"I like being part of something like the Conscious collection at H&M," said Paradis. "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."
To coincide with the new campaign announcement, H&M is launching a Conscious garment collection initiative, enabling customers to bring unwanted clothing - from any brand - into any H&M store in the UK and Ireland for recycling. Shoppers will receive an H&M voucher in exchange for each bag - with a maximum of two bags per customer, per day. The move marks the first time that any high street store has promoted and rewarded recycling to such a scale, with the aim of preventing unwanted clothing from ending up in landfill sites.