H&M is proud to announce a collaboration with the Musée des Arts Décoratifs located in the Palais du Louvre in Paris. The new H&M Conscious Exclusive collection, designed with inspiration from the archives of the museum, will be launched on April 7th in connection with the opening of the exhibition Fashion forward – Three centuries of fashion. Parisian art director, style maven and sustainability champion, Julia Restoin Roitfeld, will be the face of the campaign.
“I am honoured 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 brilliant – especially since it is made with innovative, sustainable materials, which are the future of fashion,” says Julia. Known for her distinctively personal sense of style, she is the embodiment of effortless, conscious, and modern cool.
For this Conscious Exclusive collection, the H&M design team has worked closely with Musée des Arts Décoratifs to derive inspiration from the museum’s collections of centuries of fashion, as well as the work of artists such as Gustave Moreau. The result: a glamorous line of modern red-carpet pieces, infused with tactile charm and an aesthetic drawn from history.
“With this collection we brought the idea of sustainability to new levels. Working with new innovative materials such as beads and rhinestones of recycled glass and Denimite, a material made out of 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 upcoming exhibition, which will include selected styles from the H&M archives, including one silhouette from the first H&M designer collaboration with Karl Lagerfeld in 2004 and one silhouette from the new Conscious Exclusive collection.