H&M has collaborated with the Musee des Arts Decoratifs, located in the Palais du Louvre in Paris to celebrate the new H&M Conscious Exclusive collection.
Inspired by the archives of the museum, the collection will be launched on Thursday April 7th to coincide with the opening of the highly anticipated exhibition, Fashion forward – Three centuries of fashion. H&M revealed Parisian Art Director, style maven and sustainability champion, Julia Restoin Roitfeld as the face of the campaign.
"I am honored to be the ambassador of such a unique project. I think that 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," says Julia. Known for her distinctively personal sense of style, Julia is the embodiment of effortless, conscious, modern cool.
For this Conscious Exclusive collection the H&M design team has 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 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," says Ann-Sofie Johansson, Creative Advisor at H&M.
The complete collection, featuring clothing and accessories for women, will be available from Thursday April 7thin approximately 180 stores worldwide and online at hm.com.
For more information please visit hm.com
