H&M's CONSCIOUS EXCLUSIVE continues to prove the innovation of sustainable fashion.
H&M has unveiled its 2018 Conscious Exclusive collection.
The collection is inspired by the Swedish Arts and Crafts Movement.
Now in its seventh year, Conscious Exclusive features a lineup of premium, spring-like pieces.
In addition to TENCEL™, recycled polyester, and organic linen, this season introduces new sustainable materials: ECONYL®, made from 100% recycled fishing nets and nylon waste, and recycled silver.
ECONYL® is used in delicate, dramatically embroidered sheer fabric for a wedding dress and a romantic, dark blue-grey lace dress, while recycled silver features in delicate jewelry inspired by the Arts and Crafts Movement.
The inspiration comes from the creatively rich home of Swedish artists Carl and Karin Larsson, who were active from the 19th to the early 20th century.
Drawing inspiration from Lilla Hyttnäs, adorned with beautiful paintings and tapestries, the Conscious Exclusive design team has crafted a striking collection of modern WOMEN'S wear, shoes, and accessories.
The campaign was shot by Mikael Jansson.
Ambassadors include the global model Christy Turlington Burns, founder of Every Mother Counts, an organization supporting safe pregnancies, as well as Armeet Langan and Ziedas Dakoskis.
H&M's Conscious Exclusive is set to launch in select stores worldwide on April 19.
In Japan, it will be available at the Shibuya and Shinjuku stores, as well as the official online store.