SWEDISH multinational retail-clothing company H&M is proud to announce a collaboration with the Musée des Arts Décoratifs, a museum in the Palais du Louvre’s western wing in Paris, to celebrate the new H&M Conscious Exclusive collection.
This collection is inspired by the archives of the museum, and will be launched on April 7 to coincide with the opening of the exhibit titled “Fashion Forward—Three Centuries of Fashion.”
H&M is also delighted to reveal that Parisian art director, style maven and sustainability champion Julia Restoin Roitfeld will be the face of the campaign.
“I am honored to be the ambassador of such a unique project. I think that the idea of creating a collection inspired by the history of art and fashion is fantastic—especially since it is made with innovative and sustainable materials which are the future of fashion,” says Julia.
Known for her distinctive, personal sense of style, Julia is the embodiment of effortless, modern cool.
For this Conscious Exclusive collection, the H&M design team worked closely with the museum, delving into their collections of archival fashions as well as the work of artists such as Gustave Moreau to find inspiration.
The outcome is a glamorous line of modern red-carpet pieces infused with tactile charm, a nostalgic aesthetic and a historical legacy.
“With this collection we brought the idea of sustainability to new levels—working with new innovative materials such as beads and rhinestones made from recycled glass and Denimite, a material made from recycled worn-out denim. We have created contemporary styles imbued with a sophisticated charm,” says Ann-Sofie Johansson, creative advisor at H&M.
H&M will be the exclusive sponsor of the coming exhibit which will include select styles from the H&M archives, including a look from the first-ever H&M designer collaboration with Karl Lagerfeld in 2004, as well as one silhouette from the new Conscious Exclusive collection.
The complete collection, featuring clothing and accessories for women, will be available starting April 7 in some 180 stores worldwide and exclusively in H&M SM Mega Fashion Hall in the Philippines.