Historic Art Inspires Fashion for the Future

This beautiful new range has been inspired by the archives of the museum, and will be launched on Thursday April 7^th to coincide with the opening of the highly anticipated exhibition, «Fashion forward – Three centuries of fashion.» H&M is delighted to reveal Parisian Art Director, style maven and sustainability champion, Julia Restoin Roitfeld, will be the face of the campaign.

«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,» says Julia. Known for her distinctively personal sense of style, Julia is the embodiment of effortless, conscious, modern cool.

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,» 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 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.