Ann-Sofie Johansson, Creative Advisor at H&M, worked with innovative sustainable materials and ornate embellishments, such as prints that add a dash of surprise, to develop a small line of wedding dresses she calls a “feast of lightness” with “dreamy, draped lines.”
The bridal gowns are part of the Conscious Exclusive Collection, which is made from materials like organic silk, hemp, recycled linen and Tencel® blends as well as new innovative materials such as beads and rhinestones made from recycled glass, as well as Denimite − a material made out of recycled worn-out denim, which H&M says is a fashion industry first.
“I love the mix of conscious, sustainable fabric,” says Julia Restoin Roitfeld, the face of the campaign. “It’s great to be able to have sustainable clothes that still look red carpet-ready.”
The wedding dresses are also affordable—a hallmark of H&M stores. Prices on the dresses pictured above are (left to right) $499, $299, $649 and $299).
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The Swedish company will carry the new line in 180 stores worldwide – which is only about seven percent of its retail stores – and also online, starting April 7.
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