Pret-a-Reporter

H&M's Conscious Collection Now Includes Bridalwear

Courtesy of H&M Conscious Exclusive Collection
H&M Conscious Exclusive collection

Julia Restoin Roitfeld, daughter of Carine Roitfeld, serves as the brand's ambassador.

Swedish retailer H&M has unveiled its latest Conscious Exclusive collection, an eco-friendlier offering than its main line. On Thursday, the fast-fashion retailer showcased its latest range in Paris, with pieces based on the the Arts Decoratifs museum's archives.

The collection's launch corresponds with the April 7 opening of the museum's Fashion Forward – 300 Years of Fashion exhibit, which H&M is sponsoring.

"Working with innovative sustainable materials and ornate embellishment, the collection is a layering of references, shapes and textures topped off by intensely decorative accessories and deco-inspired bijoux,” said Ann-Sofie Johansson, creative adviser at H&M.

The pieces from the Conscious Exclusive line — which include red-carpet-ready gowns, kaftans, blouses, skirts, accessories and three bridal dresses (a first for the line) — were designed with organic silk, hemp, recycled linen and recycled glass used for beads and rhinestones.

As the face of the campaign, Julia Restoin Roitfeld (daughter of Carine Roitfeld) stated: "It's great to be able to have sustainable clothes that still look red-carpet-ready."

Hollywood is no stranger to wearing the Conscious Exclusive line on the carpet; Vanessa Hudgens most recently wore a black gown from the collection at this year's Vanity Fair Oscar Party, and Olivia Wilde donned pieces from the sustainable range for the 2015 Elle Style Awards.

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