The Swedish retailer H&M launched a new exclusive conscious collection – an extension on their existing successful Conscious collection. The inspiration of the collection is taken from „Le Train Bleu“ , which was a luxury French night train operated in the 1920s between Calais and the French Riviera. In this era of France’s cultural and artistic climate the arts markedly flourished; with numerous masterpieces of literature, music, theatre, and visual art gaining extensive recognition. As always for this range, the main focus is on innovative materials, more sustainable processes and a design philosophy that promises longevity.
“The stimulus for SS20 was the idea of glamorous train travel, which the design team felt was wonderfully symbolic of H&M’s journey as a company towards circularity. We were inspired by Le Train Bleu, and the decadent creatives such as Jean Cocteau and Pablo Picasso hanging out at Villa Santo Sospir in Cap Ferrat. We wanted to propose a collection that played to that decadent, carefree time but also contained enduring designs our customers will love wearing daily,” says Ella Soccorsi, designer at H&M.
Here are some of my picks from the collection. You can shop the whole collection here.
Bringing together beautiful evening gowns and gauzy day dresses, the collection features futuristic materials including VEGEA™ (a vegan leather made from discarded grape skins), CIRCULOSE® (a fabric created from 100 per cent upcycled clothing and fashion waste), RENU™ (a high-quality recycled polyester), ECONYL® ( 100% regenerated nylon fiber from discarded fishnets and other nylon waste, recycled glass beads and denim made from 100 per cent undyed organic cotton.
“We are committed to a truly holistic approach to sustainability, as well as to creating special pieces that will last a lifetime”says Ann-Sofie Johansson, creative advisor at H&M.
About H&M Conscious Exclusive
Conscious Exclusive is H&M’s premium womenswear collection of elevated pieces and timeless classics that are made from sustainably sourced materials and using sustainable methods. It was launched in 2012 with a focus on development and innovation. The Conscious Exclusive collections have historically comprised a test bed for new, innovative materials and ways of sustainable thinking that are subsequently incorporated across the H&M business. This contributes to the ambitious goal to only use recycled or sustainably sourced materials by 2030.