In the video you can have a look backstage with Frida Gustavsson and see how the campaign was shooted.
I think it's really important that big fashion houses like H&M are inspiring examples when it comes to Consciousness. If those houses set a good example regarding environmental awareness and how we can safe our resources others will follow which is important in times of prolonged droughts in Africa or floodings in Asia.
And what is also important: conscious fashion doesn't mean it looks like you're candidating for the The Green Party anymore ;-). But convince yourself! Here are my favs: