H&M is making a push towards a more sustainable future with the launch of the new H&M Conscious Exclusive Collection next year in Paris.
Made in collaboration with Paris’ Musee des Arts Decoratifs, the new range is inspired by the archives of the museum, and will be launched in 2016 to coincide with the opening of a new exhibition, Fashion forward – Three centuries of fashion.
H&M has enlisted the help of Parisian art director and sustainability advocate Julia Restoin Roitfeld, who will serve 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,” said Roitfeld in a release.
The brand will be the exclusive sponsor of the upcoming exhibition which will include selected styles from the H&M archives, including a look from the first ever H&M designer collaboration with Karl Lagerfeld in 2004, as well as one silhouette from the new Conscious Exclusive collection.
“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 starting April 7, 2016 in approximately 180 stores worldwide and online at hm.com.