The H&M design team has pulled inspiration from the last three centuries of haute couture in order to offer brides the chance to be as beautifully dressed as they are socially-conscious.
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.
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“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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