In Stockholm, Sweden where H&M is based, creatives within the company view H&M Conscious Exclusive as a petri-dish for developing new methods and materials that, with time and experimentation, can filter out across their offerings.
Looking for sustainable fashion is not new but what makes Conscious Exclusive interesting, is that it has always been about making fashion-forward, special occasion clothes. For that reason Conscious Exclusive is more expensive than other H&M offerings, but no where near the Stella McCartney price point.
Along with the brand’s biannual Studio Collection and limited edition designer collaborations, Conscious Exclusive is a shopping event, one can rise up for (with less guilt) at midnight when the shop goes live online April 19, 2018.
For this, the seventh Conscious Exclusive, H&M turned to the home of Swedish artists Karin and Carl Larsson, where handcrafted tapestries, needlework and their garden became key inspirations for floral jacquards, abstract embroideries and even prints based on specific pieces in the home.
In terms of materials, H&M has introduced a new sustainable material, Econyl, which is a 100 per cent regenerated nylon fibre from fishnets and other nylon waste. While the statement green floral metallic jacquard dress is made from recycled polyester
Nineties supermodel Christy Turlington Burns, who post-modeling founded the maternal health organization Every Mother Counts, appears in the Conscious Exclusive marketing campaign, saying she was impressed by the designs and what the collection stood for.
“Fashion and sustainability is no longer a contradiction in terms and I think re-using and recycling is an important initiative across fashion,” said Turlington Burns. “It’s really inspiring to see such fashion-forward designs being made from recycled materials.”