Discover H&M Conscious Exclusive‘s Spring Summer 2020 collection that was inspired by Golden Age glamour and Le Train Bleu – the elegant sleeper train that ran from Calais to the Côte d’Azur in the 1920s. The collection features sustainably sourced materials such as CIRCULOSE ®, recycled polyester, and leftover fabrics from brand’s previous collections.
Models Anna Ewers, Pooja Mor, and Alicia Burke star in H&M Conscious Exclusive‘s SS20 campaign and lookbook. In charge of photography was Tim Elkaim.
The stimulus for SS20 was the idea of glamorous train travel, which the design team felt was wonderfully symbolic of H&M’s journey as a company towards circularity. We were inspired by Le Train Bleu, and the decadent creatives such as Jean Cocteau and Pablo Picasso hanging out at Villa Santo Sospir in Cap Ferrat. We wanted to propose a collection that played to that decadent, carefree time but also contained enduring designs our customers will love wearing daily. – Ella Soccorsi, designer at H&M.
For SS20, the Conscious Exclusive design team considered the emotional durability and afterlife of the garments they were designing more carefully than ever before. The team has doubled down on fabric composition, alongside utilizing dyeing methods that comes with less environmental impacts – we actually used a natural dye made from coffee grounds collected from H&M’s own production offices. We are committed to a truly holistic approach to sustainability, as well as to creating special pieces that will last a lifetime. – Ann-Sofie Johansson, creative advisor at H&M.
The SS20 Conscious Exclusive collection will be available in selected stores and online at Hm.com from March 26.