H&M Debuts New Conscious Exclusive Collection for AW18

Introducing recycled cashmere and velvet made of recycled polyester

Words by Torey Cassidy
September 17th, 2018

Inspired by a lost fragment of an ancient tapestry, H&M Conscious Exclusive AW18 merges the life and journey of lost historical artefacts with the latest in sustainable fabric innovation. Recycled cashmere and velvet made of recycled polyester make their debut in a collection that has dramatic yet romantic silhouettes and a modern edge. Conscious Exclusive AW18 is an online unique collection launching next week on hm.com.

“We’re absolutely thrilled to be launching an Autumn/Winter collection of Conscious Exclusive for the first time. It all started with a desire to create a statement coat in a sustainable material that could be worn for both those special occasions and day-to-day life, but then evolved into something more sustainable by merging the journey of historical artefacts with a modern design sensibility,” says Ann-Sofie Johansson, Creative Advisor at H&M.

“There’s a wonderful range of sustainable fabrics in this collection, like recycled cashmere, the new velvet made of recycled polyester as well as the use of leftover econyl from the previous collection from the previous collection. The quality and textures not only complement the designs but highlight the fabric innovation that H&M is closely involved with. The velvet, for instance, has taken years to develop in order to create a high enough calibre that we were happy with,” says Cecilia Brannsten, Environmental Sustainability Manager at H&M Group.

With a range of beautifully crafted womenswear clothing, lingerie, shoes and accessories that balance drama with sophistication, the thoroughly modern pieces can be worn for party season, but also for more laid-back yet luxurious-feeling days.

Key items include a sweeping full-length black coat with an over-sized collar and striking waist-high side slits made from a recycled wool blend, and an all-over sequinned flower jacket made from recycled PET bottles, while the long-printed dress with voluminous sleeves and deep v back in 100% organic silk will also turn heads. Overall, the colour palette consists of black, off-white, dusty rose pink, mustard yellow, dusty blues and a touch of light grey. Accessories include sculptural earrings made from recycled polyester and tencel, a large printed scarf with long fringes in a tencel blend, a black shoulder piece with recycled velvet circles attached to long ribbons and a black sequinned hood.

Conscious Exclusive AW18 is an online unique collection will be available online from 27th September at hm.com.