• by Sarah Mahoney  @mahoney_sarah, April 14, 2014

To promote its new Conscious and Conscious Exclusive collections, H&M is fluttering to Instagram to generate its own eco-effect, building a little butterfly buzz along the way.

The Swedish fast-fashion giant has long integrated sustainability efforts into its merchandise and marketing efforts. But for this season’s collection, it’s gone even further, partnering with Ever Manifesto, a sustainable fashion and design think tank. Beyond the clothing itself, which it describes as “dramatic, intricately detailed pieces that prove what can be done with more sustainable materials,” it’s encouraging fans to upload photos of themselves on Instagram, using the #everconscioushm hashtag, and fashion their own customized butterflies. They then go to the Web site, type in their Instagram user name to get their own butterfly, which they customize with colors and textures, then share it across their social media platforms.

“We're launching the Ever Conscious campaign, allowing people across the globe to contribute to the “butterfly effect” of consciousness,” the company says.

Featuring organic silks and leather, this year’s Conscious and Conscious Exclusive uses model Amber Valetta, and also features the brand’s new Clever Care labeling, which offers such laundry tips as “Don’t wash your clothes too often,” “Use dry clean only when necessary,” and “Think of reducing the amount you tumble dry.”

So far, the retailer says it has doubled the share of more sustainable cotton it uses in the last two years, with 15.8% of its cotton now certified organic, Better Cotton or recycled. And it says it is on track to reach its goal of 100% by 2020.

The retailer is also stepping up the marketing effort of its long-standing global garment collecting initiative, with close to 100% of stores now participating. The store accepts clothing from any brand, in any condition, and rewards donors with discount coupons. For every pound it collects, it donates a penny to charity. Clothes in good shape are donated to organizations that sell used goods; others are recycled.

The chain is also running its first print ads for the program, in the U.K., reports Marketing Week, and a social media push is scheduled for the end of this month.

Separately, at the Coachella Music Festival, H&M announced it is teaming up with Alexander Wang for its next design collaboration. Called the Alexander Wang x H&M collection, it is expected to be available online and in stores in November.