Recently recognized by the Ethisphere Institute as one of the world’s most ethical companies, it comes as no surprise that H&M would deliver us with yet another astounding Conscious Exclusive Collection for the year 2016. While many companies preach about their sustainability practices, we find that H&M merges the gap between the notion of sustainability and fashion effortlessly.
For the H&M 2016 Conscious Exclusive Collection, marked online by the hashtag, #HMConsciousExclusive, recyclable materials create sustainable fashion by delivering our conscious wardrobes with a modern collection that is full of historic charm. The brand’s inspiration for the collection offers a 300-year-old ode to costume design at the Musée des Arts décoratifs, Palais du Louvre, in Paris.
The collection was timed to launch to coincide with the opening of the renowned exhibition, Fashion Forward – 300 years of Fashion at the Musée des Arts Décoratifs, and conveys designs that come alive with painterly and sophisticated elegance.
While many might argue that history repeats itself, the H&M design team delved into the museum’s collections of archival fashion to create key pieces that were inspired by the last three centuries of haute couture. Fashion history need not repeat itself in this case, as the result is ever-so-contemporary and artistic. The collection arrives as soulful, progressive, and most importantly—conscious.
“Working with innovative sustainable materials and ornate embellishment, the collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux,” says Ann-Sofie Johansson, Creative Advisor at H&M.
We’ve long learned that fashion reflects key social aspects of any given society, and what we see with H&M’s 2016 Conscious Exclusive Collection depicts today’s fashionistas. Easy dress silhouettes are key, with languid dresses, art-inspired kaftans and sculpted skirts. Prints are inspired by age-old costume design, adding a dash of surprise by turning dresses into trompe l’oeil paintings or sculptures. A long ball gown with a deep neckline features a marble draping print; a liquid dress is adorned with a slice of Botticelli’s Three Graces. Short dresses and painter blouses ooze nonchalant sophistication; creating an electric and eclectic short-circuit between present and past.
“One of my favorite pieces from the collection is the mini asymmetric dress that was inspired by 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 sustainable clothes that still look red carpet-ready,” says Julia Restoin Roitfeld, the face of the campaign.
Creating such bespoke designs using sustainable materials is truly impressive. The materials used in the collection 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 − a material made out of recycled worn-out denim, which H&M is the first fashion company to use.
The H&M 2016 Conscious Exclusive Collection will be available from April 7th 2016 exclusively at the Grand Avenues location, and will feature women’s clothing and accessories. For the latest updates, check out the hashtag, #HMConsciousExclusive online. Follow H&M Kuwait on Twitter, Facebook and Instagram @HM.