Julia Restoin Roitfeld wearing Conscious Exclusive S/S16.

Julia Restoin Roitfeld wearing Conscious Exclusive S/S16.


Conscious Exclusive is H&M’s greenest and most glamorous collection. Although the drop is months away, we can already share what inspired it and that Julia Restoin Roitfeld will front the campaign.

It’s been said before, but it’s worth repeating: there doesn’t have to be a contradiction between loving beautiful fashion and living a sustainable life. That’s the core idea of H&M’s Conscious Exclusive collections, which have been made yearly since 2011. The upcoming S/S16 collection is designed with inspiration from historical works of art from the Musée des Arts Décoratifs archive, a museum located in the western wing of the Palais du Louvre in Paris.

Conscious Exclusive drops on 7 April in connection with the opening of the exhibition Fashion Forward – Three Centuries of Fashion at the museum. To add an extra layer of French chic, H&M has teamed up with Parisian art director, style maven and sustainability champion Julia Restoin Roitfeld, who will be the face for the campaign.

"I am honoured 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 brilliant. Especially since it is made with innovative, sustainable materials, which are the future of fashion", she says.

I am honoured to be the ambassador of such a unique project.

Julia Restoin Roitfeld

Every Conscious Exclusive collection features new and more innovative materials than the last. For example, the 2015 collection featured sequins made from recycled shampoo bottles.

"With this collection we brought the idea of sustainability to new levels. Working with new innovative materials such as beads and rhinestones of recycled glass and Denimite, a material made out of recycled worn-out denim, we have created contemporary styles imbued with a sophisticated charm", says Ann-Sofie Johansson, Creative Advisor at H&M.

The H&M design team has worked closely with the Musée des Arts Décoratifs to find inspiration from its collections of centuries of fashion, as well as works of artists such as Gustave Moreau. The outcome is a glamorous line of modern red carpet pieces.

H&M Conscious Exclusive will be available in around 180 stores and online on 7 April.



35-year-old Julia Restoin Roitfeld was born in France to parents Carine Roitfeld – former editor-in-chief of French Vogue – and Christian Restoin – founder of French brand Equipment. 

In 2012, she gave birth to her daughter Romy and launched the blog Romy and The Bunnies,which is a style and lifestyle blog for pregnant women.

She’s graduated from the prestigious Parsons School of Design and consults for labels Jean-Paul Gaultier, Miu Miu, Peter Som and Zac Posen. She’s modelled for Tom Ford, Roberto Cavalli, Lancôme and H&M.

Blog: romyandthebunnies

Instagram: @juliarestoinroitfeld

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