Sweden-based apparel retailer H&M is collaborating with the Musée des Arts Décoratifs, located in the Palais du Louvre in Paris to launch the new H&M Conscious Exclusive Collection which has been inspired from the archives of the museum, and will be launched next year to coincide with the opening of Fashion forward – Three centuries of fashion.
The design team of the apparel retailer H&M has worked closely with the museum for the collection. “With this collection we brought the idea of sustainability to new levels. Working with new innovative materials such as beads and rhinestones made from recycled glass and Denimite, a material made from recycled worn-out denim. We have created contemporary styles imbued with a sophisticated charm,” averred Ann-Sofie Johansson, Creative Advisor at H&M.
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The new collection, featuring clothing and accessories for women, will be available from April 7 next year across 180 H&M stores worldwide and online at hm.com.
H&M has also mentioned that Julia Restoin Roitfeld, Parisian Art Director will be the face of the campaign. Thrilled to be a part of the campaign, Julia said, “I am honoured to be the ambassador of such a unique project. I think that the idea of creating a collection inspired by the history of art and fashion is fantastic. Especially since it is made with innovative and sustainable materials which are the future of fashion.”
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Founded in 1947, the H&M Group has more than 3,800 stores in 61 markets including franchise markets.
