On April 7, 2016, H&M will launch its new Conscious Exclusive collection, inspired by the archives of the Musée des Arts Décoratifs, located in the Palais du Louvre in Paris.
The launch will coincide with an exhibition titled Fashion Forward: Three Centuries of Fashion, and the face of the campaign will be Parisian Art Director, style maven and sustainability champion, Julia Restoin Roitfeld (below).
“I am honoured to be the ambassador of such a unique project. I think the idea of creating a collection inspired by the history of art and fashion is fantastic. Especially since it is made with innovative and sustainable materials which are the future of fashion,” said Julia.
Known for her distinctive, personal sense of style, Julia is the embodiment of effortless, conscious and modern cool.
For this Conscious Exclusive collection the H&M design team worked closely with the museum, delving into their collections of archival fashions as well as the work of artists such as Gustave Moreau to find inspiration.
The outcome is a glamorous line of modern red carpet pieces infused with tactile charm, a nostalgic aesthetic and a historical legacy.
“With this collection we brought the idea of sustainability to new levels. Working with new innovative materials such as beads and rhinestones made from recycled glass and Denimite, a material made from recycled worn-out denim. We have created contemporary styles imbued with a sophisticated charm,” said Ann-Sofie Johansson, Creative Advisor at H&M.
The complete collection, featuring clothing and accessories for women, will be available on April 7, Thursday in around 180 stores worldwide and online at hm.com.