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H&M showcases new Conscious Exclusive collection in Paris

H&M showcases new Conscious Exclusive collection in Paris

H&M’s latest Conscious line has debuted in Paris.

The high street retailer may be the first port of call for A-list designers to collaborate with, but it also takes environmental issues seriously. The line, which uses more sustainable materials, was first launched in 2011 and has become a hit for the Swedish brand.

The latest Conscious Exclusive collection made its way down a Parisian runway on Thursday (17Mar16), at the impressive Arts Decoratifs museum. Made up of opulent red carpet looks, models strutted in designs including three wedding dresses and pieces inspired by Parisian painter Gustave Moreau.

“We call them wedding dresses but you don’t have to marry to wear them,” Ann-Sofie Johansson, creative adviser at H&M, smiled to WWD. “I don’t want to marry but I want to wear the lace dress anyway.”

The dress she was referring to is a floor length, high-collar dress with long sleeves that has an Edwardian vibe.

The collection is made up of 33 pieces, including clothes and accessories, and is in conjunction with the museum’s new exhibition Fashion Forward – Three Centuries of Fashion, for which H&M is the official sponsor.

The exhibition will showcase styles from 1715 to 2015, including something from the H&M archives – a piece from Karl Lagerfeld’s 2004 collaboration, which was the first time a designer worked with the brand.

“It will be amazing to be part of such an exhibition. I think the exhibition will have impact on fashion for a few seasons to come,” Ann-Sofie shared.

Standout pieces from the new Conscious Exclusive include a coat made from recycled polyester, a lace-top that oozes Victorian style, a dress with a print inspired by Gustave and clip earrings in Denimite, made of recycled worn-out denim.

“The fibre is made with old denim that is shredded and mixed into an organic resin. You would think that it’s heavy. It looks like a marble-ous stone but it’s very light,” Anna Gedda, head of sustainability at H&M, explained.

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