Words by Pamen Sidhu
The Conscious Exclusive incorporated the beauty of Lilla Hyttnäs cottage in their 2018 collection
H&M’s Conscious Exclusive collection is back again this year with a mission to bring the fashion industry to a new level, in a more sustainable manner. H&M is encouraging sustainable fashion by turning waste into a source of elegance which strongly focuses on innovation and development.
Dresses are staying strong this season. This year’s collection takes inspiration from the magical white lace wedding gown and tinted fabric materials tailored into a romantic dark grey-blue lace long-sleeved mini-dress. And yes, all of it is produced from sustainable materials such as recycled polyester and silver. The message is clear; the future of sustainable fashion is now.
Inspired by the creative home of the 19th and early 20th-century Swedish artists Karin and Carl Larsson, the Conscious Exclusive design team has incorporated the beauty of Lilla Hyttnäs cottage into a coeval and bedazzling collection of sophisticated women apparels, footwear and accessories made from sustainable materials.
Believing in the power of sustainable development, creative advisor, Ann-Sofie Johansson accentuates H&M’s latest recycled silver technique which is made from scrap metal with minimal environmental impact.
Accessories from discarded candlesticks, dresses out of fishnets and other nylon waste is a way for this year’s collection to show how the latest technology can be assimilated with these sustainable methods for amazing results.
The print campaign stars Aamito Lagum, Giedrė Dukauskaitė and Christy Turlington Burns, world-renowned model and founder of the Maternal Health organization, Every Mother Counts. “The collection is really feminine and elegant,” says Christy Turlington Burns.
The Conscious Exclusive will be sold in selected H&M stores, as well as online at hm.com, on 19th April 2018.