H&M collaborates with Giuliva Heritage with sustainability as its focus

H&M and Giuliva Heritage creates a modern take on Italian heritage with a collection made from materials from more sustainable sources H&M, clothing brand, is proud to announce a collaboration with the luxury Italian brand, Giuliva Heritage. Family-owned and known for their flawless tailoring, Giuliva Heritage takes classic menswear silhouettes […]

H&M and Giuliva Heritage creates a modern take on Italian heritage with a collection made from materials from more sustainable sources

H&M, clothing brand, is proud to announce a collaboration with the luxury Italian brand, Giuliva Heritage. Family-owned and known for their flawless tailoring, Giuliva Heritage takes classic menswear silhouettes into the world of womenswear. The Giuliva Heritage founders, Margherita Cardelli and husband Gerardo Cavaliere are passionate about long-lasting fashion in great fabrics.

Together with H&M, the couple created a modern take on Italian heritage with a collection made from materials from more sustainable sources. In line with both brands’ journey to circularity, the collection is made from recycled fabrics. The collection will be available in select stores and HM.com beginning on 3 September.

In the beginnings of Giuliva Heritage, Margherita often used to borrow from Gerardo’s wardrobe, regularly dressing in his clothes. In keeping with this ethos, Giuliva Heritage x H&M features traditional shirting, strong tailored blazers and contemporary trench coats in recycled wools, recycled polyester and organic cotton.

Accompanied by flowing blouses, dresses and wearable coordinating separates, these looks offer a concise, classic wardrobe. Timeless tones of beige, navy, dusky blue and burgundy are featured alongside pinstripe and plaid with details such as cowl-necklines, bishop sleeves and high waists.

“It was wonderful to work with H&M on this collection. Together, we created easy transitional pieces with designs that stand the test of time. We were especially delighted to use recycled materials with every look. We have always been passionate about authentic, meaningful fashion that lasts, and this collection undoubtedly captures that,” says Gerardo Cavaliere and Margherita Cardelli Cavaliere.

“We are thrilled to collaborate with fine tailoring experts Giuliva Heritage. Inspired by classic menswear designs, both our teams were excited to create accessible and timeless pieces for the modern woman. With H&M’s conscious fabrications and Giuliva Heritage’s enduring designs, we’ve created long-lasting pieces that we hope our customers will pass down from generation to generation,” says Maria Östblom, Head of Design Womenswear at H&M.

 

The article H&M collaborates with Giuliva Heritage with sustainability as its focus appeared first on World Branding Forum.

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