H&M Finds Inspiration In Paris Museum for A New Conscious Collection
Art and fashion have always been irremediably linked to one another. While fashion often finds itself looking up to various painters and artistic eras for a source of inspiration, art is a willy-nilly reflection of its times, fashion included. Indisputably, one of the fast fashion labels that is more than others looking for artistic sources of inspiration is H&M, whose latest efforts will be soon translated into a new exclusive conscious collection for 2016 inspired by Paris Museum. The Swedish label has just announced a new collaboration with the Musée des Arts Décoratifs, located in the Palais du Louvre in Paris, which is set to debut on Thursday April 7th. As usual, it will be available in circa 180 stores worldwide and on H&M’s online shelves, too.
The H&M Conscious spring 2016 collection is also going to celebrate one of the Musée des Arts Décoratifs’ most highly anticipated exhibitions, Fashion forward – Three centuries of fashion. H&M will thus be the exclusive sponsor of the exhibition, which will also include some pieces from the Karl Lagerfeld x H&M’s collaboration from 2004.
For this collaboration the Swedish brand’s designer team, which has always been a champion at sustainability, has extensively worked with the museum, looking to artists such as Gustave Moreau to find inspiration. Given the fact that Moreau was a great exponent of Symbolism in the 19th century, and that he loved to incorporate mythological figures as well as unconscious and magic motifs into his paintings, we are probably about to experience one of H&M’s most mystical collections.
Moreover, the H&M Conscious collection 2016 will be featuring innovative materials such as recycled denim and rhinestones made of recycled glass, and is for these reasons said to be filled with “modern red carpet pieces infused with tactile charm, a nostalgic aesthetic and a historical legacy.”
French Art director Julia Restoin Roitfeld, known for her skills in sustainability as well as for her exquisite sense of style, has been named 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 brilliant‚Äö√Ñ√∂‚àö√ë‚àö√Üespecially since it is made with innovative, sustainable materials, which are the future of fashion,’ Restoin Roitfeld said.
Teaming up with such inspirational partners, H&M hopes to take its conscious line to a brand new, modern and cool, level. “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,” concluded Ann-Sofie Johansson, H&M’s Creative Advisor.
Photos courtesy of H&M