New H&M Conscious Exclusive Collection 'merges history with modernity'

H&M Conscious Exclusive Collection 2016

The 2016 Conscious Exclusive Collection from H&M plays on the fashion of the last three centuries, referencing trompe l'oeil paintings, ornate decorations and deco inspiration, says the brand.

Launching online and in around 180 branches worldwide on April 7th, the collection coincides with the opening of the Fashion Forward – 300 Years of Fashion exhibition at the Musée des Arts Décoratifs in Paris.

Pieces include kaftans, dresses, blouses, skirts and, in a first for the Conscious Exclusive Collection, three wedding dresses. Each contain sustainable materials such as organic hemp, Denimite − made out of recycled denim – recycled linen and Tencel blends, and beads and rhinestones made from recycled glass.

"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.

Julia Restoin Roitfeld is the face of the campaign. She comments: "One of my favourite pieces from the collection is the mini asymmetric dress that was inspired by a painting by Gustave Moreau. 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."

H&M is also a sponsor of Fashion Forward – 300 Years of Fashion, running from from April 7th to August 14th 2016.

Julia Restoin Roitfeld introduces the collection in this video: