To launch the new H&M collection ‘Conscious’, the Swedish retailer has bagged none other Australian model Abbey Lee and Russian model Natasha Poly.

Angelic faced Abbey, known for her wide-set big blue eyes, and the more sinful looking Natasha are joined by male models Clement Chabernaud and Ben Hill in the new campaign.

The stunning foursome, shot by Sölve Sundsbo, showcase key pieces from the all-white range of sustainable fashion, which arrives in-store in mid April.

Abbey and Natasha show us exactly how good greener materials can look as they work a romantic 70s style with a mix of lace, crochet and Broderie Anglaise.

While French Clement and American Ben show all the fashion and environment conscious men out there how to work modern essentials that work both for spring and summer.

The collection also includes an organic cotton shopper that is being sold in aid of H&M’s project with UNICEF, All for Children, which protects children’s rights in the cotton-producing areas of India.

The models here are counting down the days until April!