First Look: H&M Conscious Exclusive 2018 Collection

In a continuing effort to explore sustainable fashion, H&M has unveiled its Conscious Exclusive 2018 collection that pays tribute to the Arts and Crafts movement in Sweden, fashioned from new sustainable materials such as recycled silver and ECONYL®, a 100% regenerated fibre. The Conscious Exclusive collection is slated to launch on April 19th 2018 in selected H&M stores around the world and online at

This marks the seventh Conscious Exclusive collection brought by H&M, a line of seasonal premium pieces that demonstrates the improved potential of sustainable fashion. Having previously introduced TENCELTM, recycled polyester and organic linen, H&M is debuting ECONYL® and recycled silver to the range. ECONYL® is translated into a delicate sheer fabric with dramatic embroidery featured on the beautiful white lace wedding dress as well as into a romantic dark grey-blue lace long-sleeved mini-dress. Recycled silver, on the other hand, is designed into jewellery to go along with the collection.

“The innovation behind sustainable materials never ceases to amaze. Recycled silver is made from scrap metal with minimal environmental impact and ECONYL® is a 100% regenerated nylon fibre from nylon waste that support clean oceans. The way the materials feature in our Conscious Exclusive collection shows how the latest technology can be incorporated with time-honoured techniques for spectacular results,” said Ann-Sofie Johansson, creative advisor at H&M.

Drawing inspiration from the creative home of 19th and early 20th-century Swedish artists Karin and Carl Larsson, the Conscious Exclusive 2018 collection tapped into the cottage Lilla Hyttnäs with its beautiful paintings and tapestries with a contemporary interpretation of beautifully crafted womenswear, shoes and accessories made from sustainable materials.

The 2018 print campaign was shot by fashion photographer Mikael Jansson and stars Aamito Lagum, Giedrė Dukauskaitė and Christy Turlington Burns, world-renowned model and founder of the maternal health organisation Every Mother Counts.

“I’ve learned so much about sustainable materials and how far we’ve come being part of the H&M Conscious Exclusive campaign. The collection is really feminine and elegant,” said Christy Turlington Burns.

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Here’s a taste of what’s to come from the collection:

Read also: H&M Studio SS18 Is Coming To Paris Fashion Week