Thursday 12 March 2020

Circular Innovation is at the heart of the new Conscious Exclusive Collection

The H&M Conscious Exclusive collection returns for spring /summer 2020, full of glamour of the golden age of train travel while making circularity its philosophy. In addition to the multitude of innovative processes and manufacturing, the collection is inspired by the Blue Train, the elegant train of sleeping cars that linked Calais to the Côte d'Azur in the 1920s. Combining flamboyant evening dresses and dresses vaporous day, the collection presents new materials from sustainable development such as CIRCULOSE®, which offers a natural material produced from recycled textiles, and RENUTM, which produces a high quality recycled polyester. The remains of fabric from previous collections were also recovered and used in the manufacture of the products. The Conscious Exclusive SS20 collection will be on sale at a selection of H&M stores and online at 
hm.com from March 26.



Image courtesy of H&M



"The trigger for this SS20 collection, within the design team, 
was the idea of ​​a train journey, in a glamorous atmosphere, 
wonderfully symbolic of the whole H&M company's journey to circularity. 
were inspired by Le Train Bleu, and decadent artists like
 Jean Cocteau and Pablo Picasso in Villa Santo Sospir at Cap Ferrat. 
We wanted to offer a collection that evokes this decadent and carefree period, 
but which also contains lasting models that our customers will love to wear every day, "
says Ella Soccorsi, designer at H&M.


Key pieces include a very long ball gown in recycled polyester, a mini dress in recycled taffeta and pleated sleeves, a day dress with ruffles in CIRCULOSE®, a blouse in recycled taffeta and decorated sleeves and denim in 100% organic cotton undyed. The accessories offer flat cocktail mules with recycled glass pearls (from a previous collection) and a bag made from VEGEA ™, an innovative vegetable leather as an alternative to animal leather, made from the skin and stems of the grape.


"For this SS20 collection, the Conscious Exclusive design team
 has studied more carefully than ever the emotional durability 
and the future life of the clothes they designed. 
The team doubled the composition of the fabrics and used dyeing 
methods with less impact on the environment - 
we actually used a natural dye made from coffee grounds
 collected from H&M production offices. We are committed to taking 
a truly holistic approach to sustainability, 
as well as creating special pieces that will last a lifetime, "
says Ann-Sofie Johansson, creative advisor at H&M






No comments:

Post a Comment