Elin Astrom, Sustainability Manager at Swedish fashion retail giant H&M, has ureged the fashion world to follow the mantra of reduce, reuse and recycle to save Mother Earth. H&M is on a mission to reduce the environmental impact from the fashion industry by limiting the amount of textiles that end up in landfills and hence has come up with its first sustainability line for Indian market. The brand has shipped its Conscious Exclusive 2016 Collection to stores globally and to India. This is the first time the line's been brought to the country.

Created in collaboration with the iconic Musee des Arts Decoratifs, Palais Du Louvre, the Conscious Exclusive 2016 Collection is inspired by the archives of the museum and is fabricated entirely from sustainable material. H&M, which forayed into India last year, has been receiving wonderful business in the country. This is evident from the fact that there are five stores in India, including one that is opening at Noida's DLF Mall of India, in a short span of six months.