This year H&M have been busy teaming up with the likes of Versace, Marni, and David Beckham for bespoke collections. But behind the scenes, the retailer has been working on another range that has no high-profile names involved.
As part of its Conscious initiative, H&M are set to release their own ‘Exclusive Glamour’ range of red-carpet looks.
The new ‘Exclusive Glamour’ collection, available from 12 April worldwide, is already creating a buzz as big name celebs have been spotted parading their signature pieces at high-profile events.
[Related gallery: From high street to red carpet]
Michelle Williams wore a bespoke black and ivory H&M dress to promote the range at the 2012 BAFTAS, Amanda Seyfried opted for the blue tuxedo blazer and short combo for a London premiere, while Oscar nominee Viola Davis and Kristin Davis have also been seen wearing the eco-friendly designs.
Taking inspiration from the silhouettes on the red carpet, the designs have all been sculpted to feature sustainable materials including organic cotton and hemp as well as recycled polyester.
The new H&M range showcases the diversity of what is now possible in greener fashion, with designers creating outfits in bold jewel colours and funky prints.
Michelle’s exclusive gown won’t be available as a part of the collection but it will feature a top and skirt inspired by her dress.
Other highlights from the ‘Exclusive Glamour’ range include: a pleated mini-dress in a luminous green shade made especially with organic cotton, a printed dress in a kaleidoscope of colours that comes with matching jacket in recycled polyester and an assortment of glamorous red carpet-style gowns that fashion lovers will have to fight to get their hands on.
The top attraction is a limited edition show-stopping organza meringue gown in creamy white organic cotton. There are only 1,000 dresses available, each individually numbered.
Style-friendly, on-trend and good for the planet, the collection has the potential to become a world-wide success story.
We're creating a mental wish list of items as we write!
The H&M ‘Exclusive Glamour’ range will be available from 12 April in H&M stores worldwide, as well as selected items available to purchase online. Prices start from £20.