H&M CONSCIOUS EXCLUSIVE AW19, AS SEEN ON IRINA SHAYK, BRINGS TOGETHER EVENING GLAMOUR AND SUSTAINABLE INNOVATION

H&M CONSCIOUS EXCLUSIVE AW19, AS SEEN ON IRINA SHAYK, BRINGS TOGETHER EVENING GLAMOUR AND SUSTAINABLE INNOVATION

H&M’s Conscious Exclusive collection is back with an evening wear 10th-anniversary collection. Inspired by the mysterious glamour of masquerade balls and dazzling parties from a bygone era, the new collection fuses sumptuous after-dark sartorial hits with versatile wardrobe staples with every piece incorporating sustainable fashion. For the first time, recycled brass; recycled zinc; and TENCEL™ x REFIBRA™, a branded lyocell fiber partially made from waste cotton, will be introduced. The Conscious Exclusive AW19 collection will be sold on hm.com beginning September 26th.

Romantic dresses play a starring role in this the new fall Conscious Exclusive collection. From the blue rose-printed jacquard dress to a floor-sweeping dusty pink tulle gown, the capsule incorporates statement pieces made from recycled polyester blends. Other materials also include blends made from TENCELTM lyocell fibers and wool, which are seen in versatile, lightweight knits. The collection also incorporates a beaded cape made partly with recycled glass beads, a ruffled velvet top made from recycled polyester, and a selection of exquisite hair adornments made with from a recycled zinc and brass mix to create a scene-stealing effect.

Did you know…

Since the sustainably minded collection launched in 2012, it has utilized an innovative range of materials such as recycled cashmere, organic hemp and recycled silver. Recycled glass beads and recycled acrylic rhinestones also embellish this very cape.

“The Conscious Exclusive collections at H&M have each been ground-breaking in their own way, so it is very exciting to present our tenth collection which proves that innovation never ceases. This season, we are introducing recycled brass; recycled zinc; and TENCELTM x REFIBRATM lyocell, an exciting lyocell fiber partly made from waste cotton, for the very first time. We are proud that many of the innovative new materials we have debuted with our sustainable capsules have since been incorporated into our other product offerings across the business. It is vital that H&M continues to push the boundaries of future-facing fashion, proving to the world that glamour and sustainability can go hand in hand,” says Ann-Sofie Johansson, creative advisor at H&M.

Recycled Metal

Recycled brass and zinc are obtained from pre-consumer sources such as scrap jewelry. The material is melted, purified and cast into new products, which circumvents the negative impact of mining and reduces our energy footprint.

“The inspiration behind the Conscious Exclusive AW19 collection began with mysterious masquerade balls that took place in the 1960’s. We were thinking about dazzling, one-off events where the built up anticipation increases the pleasure. We wanted to create special pieces that will stay in your wardrobe for years to come thanks to their endless versatility. Our customers will find that each piece can be styled according to each indiviual’s personality and mood; we hope these clothes are cherished, and invested with many happy memories of glorious evenings spent having fun,” says Ella Soccorsi, designer at H&M.

The mood in the H&M Conscious Exclusive FW19 collection is clear: get set to dress up! Suffused with the heady glamour of mysterious balls and dazzling parties from a bygone era, the collection fuses sumptuous after-dark sartorial hits with versatile wardrobe binders — and all through the lens of more sustainable fashion.

About H&M Conscious Exclusive
Conscious Exclusive is a recurring collection of exquisite, premium pieces that celebrate the new season and showcase the increasing possibilities of more sustainable fashion with a focus on development and innovation. This season, along with recycled polyester, organic cotton and recycled glass, H&M introduces recycled brass and zinc, and TENCEL™ x REFIBRA™ lyocell fibers, for the first time.


 

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