Conscious Exclusive – the story behind it
H&M’s most glamorous collection drops today. And this season, everything from beadings and sequins to leather and silk is either recycled or organic. Conscious Exclusive is here.
There doesn’t have to be a contradiction in loving beautiful fashion and living a sustainable life. H&M has been the world’s biggest user of organic cotton for years – and today, Thursday 16 April, the most fashionable of all sustainable collections lands in select stores and online.
Inspiration for the collection is found in African, Indian and Japanese cultures, and strong prints and beautiful beadings are key. Creative advisor Ann-Sofie Johansson, who has led the work with the collection, tells H&M Life about Conscious Exclusive:
“It feels very luxurious with great attention to details like beadings and embroidery. It’s elaborate, thought through – and very beautiful.”
All garments are exclusively made from materials like organic silk, leather, linen, and cotton, recycled polyester and lyocell, making it one of H&M’s greenest collections ever. For the first time, even beads and sequins are recycled. Ann-Sofie hopes this collection can show consumers and other retailers the great possibilities sustainable materials give, and dispel prejudice against them.
I hope that we can inspire the industry by showing the great possibilities these materials holdCreative advisor Ann-Sofie Johansson
“Who doesn’t want to be sustainable? It’s incredibly inspiring to make this collection and challenge our suppliers and designers with these less usual materials. I hope that we can inspire the industry by showing the great possibilities these materials hold.”
Conscious Exclusive is H&M’s most elegant collection, with gala dresses and glam jumpsuits as key pieces. Several dresses have already been seen on style icons, for example on Jessica Chastain at the Oscars, and on Olivia Wilde at the Elle Style Awards. Wilde is also the spokesperson – and model – for the Conscious Exclusive campaign.
From all of the pieces in the collection, Ann-Sofie Johansson has one favourite.
“I love the tuxedo! It’s easy to wear the jacket and trousers separately. The sleeves are slit on the underarm, which gives a cape or kimono feeling, which is very effective. The tuxedo looks good worn with a t-shirt underneath – or combined with the dress shirt.”
Conscious Exclusive is sold in selected stores and online on 16 April.