H&M’s 2016 “Conscious Exclusive” is a bit of a double header. Besides offering the same eco-friendlier textiles we’ve come to expect (hemp, organic cotton, organic linen, organic silk, Tencel, organic leather, recycled wool), the Swedish apparel company has tag-teamed with the Musée des Arts Décoratifs in Paris’s Palais du Louvre to glean inspiration from its prestigious design archives. To create further synergy, H&M will launch the range on April 7 to coincide with the opening of Fashion Forward, Three Centuries of Fashion, an exhibit that will feature past H&M looks, including the retailer’s first designer collaboration with Karl Lagerfeld in 2004.
H&M has also appointed Julia Restoin Roitfeld, Parisian art director, model, and style icon, as well as the daughter of former Vogue Paris editor-in-chief Carine Roitfeld, to front the campaign.
“I am honored 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 brilliant,” Restoin Roitfeld, who takes over from actress-entrepreneur Olivia Wilde, said in a statement. “Especially since it is made with innovative and sustainable materials which are the future of fashion.”
H&M says that the 2016 Conscious Exclusive collection, which is influenced by the work of artists such as Gustave Moreau, will comprise “modern red-carpet pieces” brimming with “tactile charm, a nostalgic aesthetic, and a historical legacy.”
“With this collection we brought the idea of sustainability to new levels,” said Ann-Sofie Johansson, creative advisor at H&M. “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.”