New York, November 25, 2015 – Parisian Art Director, style maven and sustainability champion Julia Restoin Roitfeld will be the face of a brand new campaign by H&M. The new range is inspired by the archives of the Musee des Arts Decoratifs (located at Palais du Louvre in Paris). Known for her distinctively personal sense of style, Julia is the embodiment of effortless, conscious, modern cool.
“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” – Julia
For this Conscious Exclusive collection, the H&M design team has 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,” – 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 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 from Thursday April 7th in approximately 180 stores worldwide and online at hm.com.