For its seventh edition, the H&M Conscious Exclusive collection comprises of beautifully crafted womenswear clothing, lingerie, shoes and accessories that balance strength with softness. This year, along with organic linen, organic cotton, organic silk, TENCEL™ and recycled polyester, H&M introduces the two new materials recycled silver and ECONYL®, a 100% regenerated nylon fibre made from fishnets and other nylon waste.
“It is a great thrill to introduce two new sustainable materials into the collection. By creating gorgeous lace made of ECONYL® and beautiful jewellery crafted from recycled silver, we continue to stretch the boundaries of sustainable fashion. Also, the work of Karin Larsson in particular took on a lot of significance, her stylised motifs, bold compositions and use of colour throughout the house were ahead of its time. She was such a strong woman and it’s that spirit that we channelled.”
Ann-Sofie Johansson, creative advisor at H&M
Handcrafted tapestries and needlework made by Karin, her love for their garden and contrasting characteristics of the rooms in Karin and Carl’s home were the key inspirations for the 2018 Conscious Exclusive collection. They were cleverly translated by the design team into the stunning floral jacquards, abstract embroideries and prints based on specific objects in the house.
There are several statement pieces, such as a white ECONYL® sleeveless full-length dress with organic cotton embroidery and a green floral metallic jacquard full-length dress made from recycled polyester. Meanwhile, a black floral jacquard trouser suit features an open slit at the back of the blazer and cropped flare trousers for a contemporary touch. Overall, the colour palette consists of greens, white and black with touches of dusky blue and powder pink. Accessories include delicate yet striking tulip-motif jewellery made from recycled silver, elegant satin slip in shoes made from recycled polyester, beautiful printed scarves in a TENCEL™ blend and a delicate pouch handbag made fully embellished with recycled plastic beads and sequins.
“Ever since I learned about this collection I’ve been really impressed by what it stands for and the designs are equally appealing. Fashion and sustainability is no longer a contradiction in terms and I think re-using and recycling is an important initiative across fashion. It’s really inspiring to see such fashion-forward designs being made from recycled materials,”
Christy Turlington Burns, this year’s face of the H&M Conscious Exclusive campaign
The 2018 print campaign was shot by fashion photographer Mikael Jansson and stars Aamito Lagum, Giedrė Dukauskaitė and Christy Turlington Burns, world-renowned model and founder of the maternal health organisation Every Mother Counts.
For more images and film please visit our Image Gallery.