H&M collaborates with Giuliva Heritage with sustainability as its focus
H&M and Giuliva Heritage create a modern take on Italian heritage with a collection of materials from more sustainable sources
HM, Clothing brand, is proud to announce a collaboration with the Italian luxury brand, Giuliva legacy. Giuliva Heritage is family owned and known for its immaculate tailoring. It brings classic silhouettes from men's fashion to the world of women's fashion. The founders of Giuliva Heritage, Margherita Cardelli and husband Gerardo Cavaliere, are enthusiastic 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 the two brands' path towards circularity, the collection is made from recycled fabrics. The collection will be available in select stores and on HM.com from September 3rd.
In the early days of the Giuliva legacy, Margherita often borrowed from Gerardo's wardrobe and regularly dressed in his clothes. In keeping with this ethos, Giuliva Heritage x H & M offers traditional shirts, bespoke blazers and modern trench coats made from recycled wool, recycled polyester and organic cotton.
Accompanied by flowing blouses, dresses and wearable, coordinating items, these looks offer a concise, classic wardrobe. Timeless tones of beige, navy, dark blue and burgundy can be seen alongside pinstripes and plaid with details such as hoods, runners sleeves and high waists.
“It was wonderful to work with H&M on this collection. Together we created simple transition pieces with designs that stand the test of time. We were especially happy to use recycled materials in every look. We have always been passionate about authentic, meaningful fashion that lasts, and this collection undoubtedly captures it, ”say Gerardo Cavaliere and Margherita Cardelli Cavaliere.
“We are very pleased to be working with the fine tailoring expert Giuliva Heritage. Inspired by classic menswear designs, our two teams were thrilled to create accessible and timeless pieces for the modern woman. With the conscious inventions of H & M and the permanent designs of Giuliva Heritage, we have created long-lasting pieces that we hope our customers will pass on from generation to generation, ”says Maria Östblom, Head of Design Womenswear at H & M.
