Press release

H&M Conscious Exclusive AW19 brings together after-dark glamour and sustainable innovation

H&M’s Conscious Exclusive range is back with a 10th-anniversary collection and the mood is clear: get set to dress up. Suffused with the heady glamour of mysterious balls and dazzling parties from a bygone era, the collection fuses sumptuous after-dark sartorial hits with versatile wardrobe binders – and all through the lens of more sustainable fashion. For the first time, recycled brass, recycled zinc and TENCEL (TM) X REFIBRA (TM), a branded lyocell fibre partly made from waste cotton. The AW19 Conscious Exclusive collection will be sold on and in selected stores in selected markets from September 26.

17 Sep, 2019 09:00 CEST

Romantic dresses play a starring role in this second edition of the Conscious Exclusive collection in 2019: the China blue rose-printed jacquard prom dress and the floor-sweeping dusty pink tulle gown are all-eyes-on-me statement pieces next to sequined harlequin-patterned, ribbon-tied minis – all made from recycled polyester blends. Meanwhile a sumptuous velvet recycled polyester suit with an embellished belt is as versatile as pretty lightweight knits in blends made out of TENCELTM lyocell fibres and wool; and a beaded cape made partly with recycled glass beads, a ruffled velvet top made from recycled polyester and a selection of exquisite hair pins made with recycled zinc and brass mix promise super-spangled, scene-stealing effect. 

“The Conscious Exclusive collections at H&M have each been ground-breaking in their own way, so it’s very exciting to present our tenth collection which proves that innovation never ceases: this season it incorporates recycled brass, recycled zinc and TENCELTM X REFIBRATM lyocell, an exciting lyocell fibre partly made from waste cotton, for the very first time. We are thrilled, too, that many of the innovations we have debuted with our more sustainable line have since been incorporated into our other fashion lines across the business. It’s vital that H&M keeps pushing the boundaries of future-facing fashion, proving to the world that glamour and sustainability goes hand in hand,”

Ann-Sofie Johansson, creative advisor at H&M.


“The starting points for the AW19 Conscious Exclusive collection were mysterious masquerade balls that took place in the 1960s. We were thinking about dazzling, one-off events where the anticipation in the build-up only increases the pleasure. We wanted to create special pieces that will stay in your wardrobe for years to come thanks to their endless versatility. Our customers will find that each piece can be styled according to their personality and mood; we hope these clothes are cherished, and invested with many happy memories of glorious evenings spent having fun,”

 Ella Soccorsi, designer at H&M.  

About H&M Conscious Exclusive 
Conscious Exclusive is a recurring collection of exquisite, premium pieces that celebrate the new season and showcase the increasing possibilities of more sustainable fashion with a focus on development and innovation. This season, along with recycled polyester, organic cotton and recycled glass, H&M introduces recycled brass and zinc, and TENCELTM X REFIBRATM lyocell fibers, for the first time.

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To preview the H&M Conscious Exclusive AW19 campaign site please go to


TENCEL™ and REFIBRA™ are trademarks of Lenzing AG

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