In this Thursday (19 of April), the seventh annual Conscious Exclusive collection hits the racks (both virtually and physically) worldwide. The capsule collection features a range of exquisite, premium pieces that showcase the increasing possibilities of sustainable fashion with a focus on development and innovation.

This year, H&M Conscious Exclusive pays homage to the Arts and Crafts movement in Sweden, with inspiration taken from the creative home of 19th and 20th-century artists Karin and Carl Larsson. The cottage Lilla Hyttnäs, with its fascinating paintings and tapestries, has been interpreted by the design team into a contemporary collection of beautifully crafted womenswear, shoes and accessories made from sustainable materials.

This year, along with organic linen, organic cotton, organic silk, TENCEL™ and recycled polyester, H&M introduces the two new materials recycled silver and ECONYL®, a 100% regenerated nylon fibre made from fishnets and other nylon waste. Accessories include delicate yet striking tulip-motif jewellery made from recycled silver, elegant satin slip in shoes made from recycled polyester, beautiful printed scarves in a TENCEL™ blend and a delicate pouch handbag made fully embellished with recycled plastic beads and sequins.

Many of you probably know, but I have been a huge fan of sustainability and conscious thinking since I first heard of it when I start working at the H&M, 5 years ago. I have bought at least one item every year from these exclusive collections because I love the thought that I own something so unique, timeless and beautiful. Every season there has been new sustainable materials and I love that H&M goal is for all fabrics to come from sustainable sources by 2030. How amazing is that what is now considered as waste can be turned into new exquisite qualities tomorrow!

In this photo collaboration project, I show you some of my favourite pieces from H&M Conscious Exclusive Collection 2018 captured by the most talented photographer/videographer Getter Kuusmaa at Ants Laikmaa House Museum!

Also, check my Instagram to see our magical videos from this collection!

H&M Conscious Exclusive collection is sold online and in selected stores (H&M Postimaja in Estonia) from 19 April 2018.

Photos: Getter Kuusmaa

Tags : H&M Conscious Exclusive

    The author Triinu

    My name is TriinuO and I'm fashion blogger from Estonia (little country in Europe). I love writing about my personal style and I get a lot of inspiration by travelling around the world. On my fashion blog, I'm writing about what's hot in fashion, giving tips how to mix and match and I will tell you everything about latest trends.


    1. Hello Triinu, beautiful photos. Can you tell me how the collection fits. I particularly like the striped shirt you’re wearing. I know it’s oversized so if I usually take a 10 in H&M clothes should I stick with that for the shirt or size down? Thanks for your help.


      1. Hi Carol! Yes, I usually wear 6 or 8 and this shirt was fitting perfectly. So If I would be you I would stick with your usual size ☺️? and thank you for your kind words! ?

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