H&M Conscious

We all love the affordability and fashion sense of the Sweden-based clothing manufacturer: H&M.

On April 7, 2016 H&M revealed its exclusive H&M Conscious collection inspired by French history. It combines history with modernity.

The Conscious line launch coincided with the opening of the Fashion Forward- 300 years of Fashion exhibition taking place at the Musée des Arts Décoratifs.

The line, which is dedicated to the exhibition, conveys a sense of sophisticated elegance.

H&M Conscious

Courtesy of H&M

The collection is now available in about 180 stores and online.

Courtesy of H&M

Prints and flowy silhouettes are the protagonists of this Conscious line.

Ann-Sofie Johansson, Creative Advisor at H&M said: “The collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux.”

H&M used organic silk, hemp, recycled linen and Tencel® blends and materials such as beads and rhinestones made from recycled glass and Denimite (material made from recycled denim) to create the dresses.

“One of my favourite pieces from the collection is the mini asymmetric dress that was inspired by a painting by Gustave Moreau. I love the mix of a conscious, sustainable fabric and an old painting.” Julia Restoin Roitfeld, the face of the campaign said. “It’s great to be able to have sustainable clothes that still look red carpet-ready.”

Below you can watch the video of the behind-the-scene Conscious campaign in which Julia Restoin Roitfeld models some of the most coveted pieces of the 2016 line and shares with us which piece is her personal favourite out of all the ones featured in the collection.