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H&M collaborates with Musée des Arts Décoratifs at the Palais du Louvre for Conscious Exclusive collection


NEWS
November 25, 2015/8.35



Hennes & Mauritz’s next collaboration is with the Musée des Arts Décoratifs in the Palais du Louvre in Paris, this time for its H&M Conscious Exclusive collection, with Julia Restoin Roitfeld as the face of the new campaign.
   ‘I am honoured 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 Roitfeld.
   H&M Conscious is the Swedish retailer’s sustainable, socially responsible collection, and this Exclusive collaboration sees the company work with materials such as beads and rhinestones made from recycled glass and Denimite, which is made from recycled denim. ‘We brought the idea of sustainability to new levels,’ noted Ann-Sofie Johansson, H&M’s creative adviser. ‘We have created contemporary styles imbued with a sophisticated charm.’
   The collection has been inspired by the museum’s archives, and will be launched on April 7, coinciding with the opening of the Musée des Arts Décoratifs’ Fashion Forward: Three Centuries of Fashion exhibition. H&M’s designers have also looked at the work of artists such as Gustave Moreau for the collection.
   H&M promises a line of ‘modern red-carpet pieces infused with tactile charm, a nostalgic æsthetic and a historical legacy.’ It features both clothing and accessories for women.
   The company is the exclusive sponsor of the exhibition, which will feature styles from its own archives, including items from its first collaboration in 2004 with Karl Lagerfeld and the latest collection.
   The collection will retail in 100 stores worldwide and online at hm.com.



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