Having been quietly making high-end waves since Michelle Williams stepped out on the red carpet at last year’s BAFTAs in a custom-made cream and black gown, the label is launching Conscious Exclusive: its eagerly-anticipated, Hollywood-inspired black tie collection.
The collection is made with sustainable materials for feel-good bonus points – something key to the collection’s integrity. Ann-Sofie Johansson, H&M’s Head of Design: ‘For us at H&M, it’s natural to think about sustainability, and to have it at the heart of our work. I love how this collection has pure glamour and style, and is made from more sustainable materials.’
H&M is clearly upping its high fashion game, having shown its autumn/winter 2013 collection on the catwalk at Paris Fashion Week and dressed Helen Hunt for the Oscars. But, as the collection launches it proves that H&M haven't lost sight of its consumer and know exactly what we want when it comes to fashion!
H&M is so well known for its designer collaborations and the collection is a fantastic marketing opputunity to join Topshop into the brave leap onto the high fashion stage. Narrowing the chasm between high end and high street.
This new transition from high street retailer to high end fashion is incredibly interesting and something that would never been imaginable a few years ago. High street retailers are raising their profile and celebritites are choosing to buy H&M and Topshop over other high end designers.
I love how the collection is accessible for every women to feel hollywood glamour! The collection looks amazing and the sustantial material used throughout the collection adds even more bonus points! I can't wait for its launch on 12th April this month!
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| (All photos Courtesy of Elle.co.uk) |
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