Amanda Norgaard poses amongst the flowers for H&M’s Spring 2013 Conscious Collection. The campaign (shot by Camilla Akrans) and garments are feminine and flirty proving that although Spring may not be in full bloom just yet, it sure is at H&M.

In efforts to prevent clothing from going to landfill, H&M is allowing customers to bring unwanted garments (all brands welcome) to select stores in return for an H&M voucher. The collection launches online and in stores at the end of March.