H&M Conscious is the anti-thesis to fast fashion in the best sense. The line urges a shift towards sustainable fashion, and it’s coincides with the opening of Fashion Forward – 300 years of Fashion at the Musée des Arts Décoratifs (Paris). The H&M design team mined the archives of the museum to reinvent painterly motifs for the line.
“Working with innovative sustainable materials and ornate embellishment, the collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux,” says Ann-Sofie Johansson, Creative Advisor at H&M.
It’s the perfect addition to a summer wardrobe with its floaty dresses, artful kaftans and sculpted skirts. Oh, and it doesn’t hurt that fashion It girl, Julia Restoin Roitfeld, is the face of the line. “One of my favourite pieces from the collection is the mini asymmetric dress that was inspired by a painting by Gustave Moreau,” she says. “I love the mix of a conscious, sustainable fabric and an old painting. It’s great to be able to have sustainable clothes that still look red carpet-ready.”
The line employs an interesting mix of fabrics: organic silk, hemp, recycled linen. It’s also fascinating to see beads and rhinestones made from recycled glass. Plus, H&M is the first to use Denimite − a material made out of recycled worn-out denim.
Flip through the gallery above to check out the line, and watch an exclusive behind-the-scenes look at the campaign feat. Julia Restoin Roitfeld:
H&M Conscious will be available through H&M, Select Citywalk, Delhi from April 7