This is the seventh Conscious Exclusive collection, a recurring range of exquisite, premium pieces that celebrate the new season and showcase the increasing possibilities of sustainable fashion with a focus on development and innovation. Along with TENCEL™, recycled polyester and organic linen, H&M is pleased to introduce ECONYL® and recycled silver to the line. ECONYL® has been woven into a delicate sheer fabric with dramatic embroidery featured on the beautiful white lace wedding dress, or made into a romantic dark grey-blue lace long-sleeved mini-dress. Meanwhile, recycled silver appears in the delicate Arts and Crafts inspired jewellery designed to go with the collection.
“The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and ECONYL® is a 100% regenerated nylon fibre from nylon waste that support clean oceans. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results,”
Ann-Sofie Johansson, creative advisor at H&M
The Conscious Exclusive 2018 collection takes inspiration from the creative home of 19th and early 20th-century Swedish artists Karin and Carl Larsson. The cottage Lilla Hyttnäs, with its beautiful paintings and tapestries, has been interpreted by the Conscious Exclusive design team into a contemporary and eye-catching collection of beautifully crafted womenswear, shoes and accessories made from sustainable materials.
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.
“I’ve learned so much about sustainable materials and how far we’ve come being part of the H&M Conscious Exclusive campaign. The collection is really feminine and elegant,”
says Christy Turlington Burns
For images and film, please visit our Image Gallery.