H&M announces launch of its Spring ’20 Conscious Exclusive collection

Swedish giant H&M’s 11th Conscious Exclusive collection was announced today.

Inspired by the Golden Age of train travel particularly Le Train Bleu, the elegant sleeper train that ran from Calais to the Cote d’Azur in the 1920s and legendary artists such as Jean Cocteau and Pablo Picasso, the collection takes circularity as its philosophy.

‘The stimulus for SS20 was the idea of glamorous train travel, which the design team felt was wonderfully symbolic of H&M’s journey as a company towards circularity. We were inspired by Le Train Bleu, and the decadent creatives such as Jean Cocteau and Pablo Picasso hanging out at Villa Santo Sospir in Cap Ferrat. We wanted to propose a collection that played to that decadent, carefree time but also contained enduring designs our customers will love wearing daily,’ said Ella Soccorsi, designer at H&M in a press release.

The new collection comprises of a floor-length recycled polyester ball gown; a recycled taffeta mini dress with pleated sleeves; a ruffled day dress; a recycled taffeta blouse with embellished sleeves; and a denim made of 100 percent undyed organic cotton. There are also accessories such as flat cocktail slippers with recycled glass bead embellishment and a bag.

The entire collection has been made from sustainably sourced materials and using sustainable methods. Several of the innovative materials used for this collection are VEGEA, a leather alternative, CIRCULOSE, a natural material produced from recycled textiles, RENU, a high-quality recycled polyester, and ECONYL, a regenerated nylon made from used fishing nets.

‘For SS20, the Conscious Exclusive design team considered the emotional durability and afterlife of the garments they were designing more carefully than ever before. The team has doubled down on fabric composition, alongside utilizing dyeing methods that comes with less environmental impacts – we actually used a natural dye made from coffee grounds collected from H&M’s own production offices. We are committed to a truly holistic approach to sustainability, as well as to creating special pieces that will last a lifetime,’ added Ann-Sofie Johansson, creative advisor at H&M.

The 11th H&M Conscious Exclusive collection will be available in selected H&M stores and at hm.com from March 26, 2020.

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