H&M is proud to announce their collaboration with Musée des Arts Décoratifs, located at the Palais du Louvre in Paris. The new H&M Conscious Exclusive collection,designed with inspiration from the archives of the museum, will be launched on April 7, 2016 in connection with the opening of the exhibition Fashion forward – Three centuries of fashion. Parisian art director, style maven and sustainability champion, Julia Restoin Roitfeld will be the face of this campaign.
“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 brilliant. Especially since it’s made with innovative and sustainable materials which are the future of fashion,” said Julia.
Known for her distinctively personal sense of style, she is the embodiment of effortless,conscious, and modern cool. For this Conscious Exclusive collection, the H&M design team has worked closely with the museum to find inspiration from its collections of centuries of fashion, as well as the work of artists such as Gustave Moreau. The outcome is a glamorous line of modern red carpet pieces infused with the tactile charm and aesthetic legacy of history.
“With this collection we have taken the idea of sustainability to greater heights. Working with new innovative materials such as beads and rhinestones made from recycled glass and Denimite, a material made out of recycled worn-out denim, we have created contemporary styles imbued with a sophisticated charm,” said Ann-Sofie Johansson, Creative Advisor at H&M.
H&M will be the exclusive sponsor of the upcoming exhibition, which will include selected styles from the H&M archives, including one silhouette from the first H&M designer
collaboration with Karl Lagerfeld in 2004 and one silhouette from the new Conscious Exclusive collection.
The complete collection, featuring clothing and accessories for women will be available from April 7 in around 180 stores worldwide and online.