H&M Launch Conscious Exclusive for Spring Summer 2018
Spring is almost upon us (thank goodness!) so that means spring summer collections from high street stores like H&M.
This season, Swedish brand H&M launch their seventh Conscious exclusive collection and it’s paying homage to the arts and crafts movement in Sweden.
The conscious collection are all about recycling your unwanted clothes and turning them into affordable choices. The Swedish company make accessories from discarded candlesticks and dresses out of fishnets and other nylon waste. The collection, features new sustainable materials.
Alongside with TENCAL, recycled polyester and organic linen, H&M are pleased to announce the ENCONYL and recycled silver to the line. This has been woven into delicate sheer fabric with dramatic embroidery. With these fabrics they then weave them into beautiful sheer fabric with dramatic embroidery.
Beautifully crafted white lace wedding dresses and romantic dark blue lace mini dresses are then produced. The recycled silver appears in the delicate Arts and Crafts inspired jewelry also, designed to go with the collection.
Speaking about the collection, Ann-Sofia Jonansso, creative adviser at H&M said:
The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and ECONYL is a 100% regenerated nylon fiber from nylon waste that support clean oceans. The way the materials feature in our conscious Exclusive collection shows how the latest technology can be incorporated with time honored techniques for spectacular results
Inspiration for the collection
Inspiration for the collection has come from the creative home of the 19th and early 20th century Swedish artists Karin and Carl Larsson. The beautiful paintings and tapestries have been interpreted and created into a contemporary collection. It features women’s wear, shoes and accessories, made from sustainable materials.
The print campaign for the H&M Conscious collection was shot by fashion photographer Mikael Jansson. Stars for this campaign include stars Uganda model Aamito Lagum, Lithuanian model Giede Dukauskaite and American model Christy Turlington Burns.
Christy Turlington Burns has said “I’ve learned so much about sustainable materials and how far we’ve come, by being part of the H&M Conscious Exclusive Campaign. The collection is really feminine and elegant”.
The Collection is out from April 19th 2018, available in selected H&M stores