H&M: Conscious Exclusive

Event, 2017

Client: H&M
Date: April 2017

Every year, H&M launches the H&M Conscious Exclusive Collection: a fashionable higher-end collection made from more sustainable materials, including the pioneering BIONIC® – a recycled polyester made from plastic shoreline waste – recycled polyester, recycled plastic, Tencel, organic cotton, organic hemp and organic silk.

To highlight its commitment to sustainability, H&M hosted a major event in April 2017 at Palazzo Litta, Milan, organized by Karla Otto.

Every object in our life has a value, containing memories relating to a certain person, place or moment. So when an item of clothing is made from recycled objects that had a life and were previously used, those stories remain. Through the event set-up commissioned by Karla Otto, we wanted to pay homage to the materials the collection is made of, creating a museum that puts together objects intended for recycling, side by side with the stories of the special moments they represent. [Read more]

Every year, H&M launches the H&M Conscious Exclusive Collection: a fashionable higher-end collection made from more sustainable materials, including the pioneering BIONIC® – a recycled polyester made from plastic shoreline waste – recycled polyester, recycled plastic, Tencel, organic cotton, organic hemp and organic silk.

To highlight its commitment to sustainability, H&M hosted a major event in April 2017 at Palazzo Litta, Milan, organized by Karla Otto.

Every object in our life has a value, containing memories relating to a certain person, place or moment. So when an item of clothing is made from recycled objects that had a life and were previously used, those stories remain. Through the event set-up commissioned by Karla Otto, we wanted to pay homage to the materials the collection is made of, creating a museum that puts together objects intended for recycling, side by side with the stories of the special moments they represent.

The first room contains a series of display cases presenting the recycled objects and their stories. Beside the “emotional” caption, there is also a “tangible” caption demonstrating H&M’s commitment to sustainability in numbers.

In the second room, the same recycled items are sculpted into a composition that gives life to the key dress of the collection, as a physical metaphor of the fibres created by the recycling process through which the clothes are made.

The end result is an art installation that promotes a conscious approach to fashion, telling the story behind each garment and illustrating the circular approach of how products are made, used and re-used.

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