Conscious Exclusive at H&M: more sustainable fashion full of Hollywood glamour

March 20, 2013 /3BL Media/ - “I love how this collection has pure glamour and style, and is made from more sustainable materials. For us at H&M, it’s natural to think about sustainability, and to have it at the heart of our work,” says Ann-Sofie Johansson, H&M’s Head of Design.

Old Hollywood comes alive with Conscious Exclusive, a partywear collection perfect for celebrating the arrival of spring. Rich in detail and eloquent design, the collection is full of dramatic gowns and sharp tailoring for women, and a rock and roll red carpet style for men.

A floor-length dusty pink gown is elegant from the front and dramatic from the back, which is entirely open, and is made from 100% recycled polyester. The three-piece suit has been given a feminine twist, with a fitted blazer and high-waisted fitted trousers which zip at the ankle, all made from an organic cotton mix. There are so many options for living the Hollywood life. An off-white loose kimono has a bohemian air of faded glamour, especially with its trousers that fall right to the floor; a jumpsuit has modern edge with its cut-away back; a demure white dress has rock and roll romance with its sheer sleeves, asymmetric train and bird embroidery; and there are seemingly endless layers of tulle in a corseted dress which feels like it’s stepped out of the old world. The collection is completed with accessories, such as an embellished box clutch and elegant minimal heels with the tiniest of ankle straps. All are made from more sustainable materials.

The men’s Conscious Exclusive collection brings real attitude to spring tailoring. A slim-fitted jacket has a classic shape which is turned bold and dramatic by fringing down the back of both sleeves. A collarless white shirt has a bow tie attached, which is elegant when tied and dandyish when left undone – perfect worn with a black three-piece tuxedo. It’s the details that count, like the old-fashioned button braces on a white pair of trousers that make up one part of a white three-piece suit, or the rose print which lines the inside of a tuxedo jacket. As with the women’s collection, each piece is made from more sustainable materials – part of H&M’s commitment to more sustainable fashion, both today and tomorrow.

For more information, please contact:

Camilla Emilsson Falk
Head of Media Relations
Telephone: +46 8 796 39 95
E-mail: camilla.emilsson-falk@hm.com