H&M Debuts New 2016 Conscious Exclusive Collection

A sustainable collection inspired by the Louvre archives

NEW YORK–(BUSINESS WIRE)–The 2016 Conscious Exclusive Collection effortlessly merges a sense
of history with modernism. Launched to coincide with the opening of the
exhibition Fashion Forward – 300 years of Fashion at the Museìe
des Arts Deìcoratifs, to which it pays homage, the collection conveys a
sense of artistic and sophisticated elegance.

The H&M design team has delved into the museum’s fashion archives to
find key pieces from the past three centuries of haute couture. The
result is a contemporary and imaginative collection that is soulful,
progressive, conscious and truly unique. The collection will be
available in approximately 180 stores worldwide and online from April
7th, 2016.

“Based on innovative sustainable materials and ornate details, the
collection combines layers of artistic references, shapes and textures,
and is topped off with highly decorative accessories and deco-inspired
bijoux,” says Ann-Sofie Johansson, Creative Advisor at H&M.

The fluid and easy silhouettes revolve around languid dresses, artsy
kaftans, and sculpted skirts. Prints add a dash of surprise, turning
dresses into trompe l’oeil paintings. A long ball gown with a low-cut
neckline features a marble draping print; a dress in seemingly liquid
fabric is adorned with a slice of Botticelli’s Three Graces.
Short dresses and painter blouses are charged with relaxed
sophistication, creating an eclectic bridge between past and present.

“One of my favorite pieces from the collection is the asymmetric mini
dress that draws inspiration from 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 clothes that are both sustainable and red
carpet-ready,” says Julia Restoin Roitfeld, the face of the campaign.

Materials include organic silk, hemp, recycled linen and Tencel® blends
as well as new innovative materials, such as beads and rhinestones made
from recycled glass, and Denimite − fabric made from recycled worn-out
denim, of which H&M is the first fashion company to utilize. Also new
for this season’s launch of Conscious Exclusive are three wedding
dresses, an array of grace and embellishment materialized in dreamy,
draped lines, for the bride who wants to be as beautifully dressed as
she is conscious.

H&M will be the exclusive sponsor of the upcoming exhibition Fashion
Forward – 300 years of Fashion
at the Museìe des Arts Deìcoratifs.
Pamela Golbin is the Chief Curator of the exhibition.

For campaign and lookbook images please visit here

For the behind the scenes video please visit here

For still life images please visit here

H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is
quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and
quality at the best price in a sustainable way. In addition to H&M, the
group includes the brands & Other Stories, Cheap Monday, COS, Monki and
Weekday as well as H&M Home. The H&M Group has more than 3,900 stores in
61 markets including franchise markets. In 2015, sales including VAT
were SEK 210 billion and the number of employees is more than 148,000.
For further information, visit hm.com.


Marybeth Schmitt, 212-564-9922
Wilmot Communications
Molly Brown, 212-206-7447