Conscious exclusive collection

The 2018 H&M Conscious Exclusive collection was inspired by the late 19th and early 20th-century artists Carl and Karin Larsson and their beautiful, imaginary family home in Sweden. In addition to blending Swedish style and color, the collection’s design also utilized sustainable materials.

The brand wanted to introduce the collection to the audience in a way that would emphasize its unique artistic and aristocratic inspiration. The presentation was held at the Wine Factory, a space historically known as a meeting place for intellectuals. The collection’s clothing was displayed on hangers and accessories on exhibition tables. Upon arrival, guests were greeted by three nude mannequins sitting on a sofa, their intimate parts covered with leaves to emphasize a sense of nature and the overall concept. Following the official welcome, models began to move through the space, twirling their clothes, crossing their legs, and performing other simple choreographed gestures. This allowed us to present the collection both statically and in motion, giving the audience a better chance to appreciate the garments.