H&M made its Academy Awards debut

When you think of Oscar gowns you automatically think of designers like Dior, Valentino, Oscar de la Renta and Elie Saab, well this year another name was added to the mix, Swedish retail giant, H&M. This year saw nominated actress

Helen Hunt wearing a custom eco-friendly gown that was designed and made by high street retailer H&M. Hunt, who was nominated for Best Actress in a Supporting Role for her performance in the film, The Sessions, took to the red carpet in a silk satin midnight blue strapless couture gown that was made especially by H&M for the Oscar occasion.

When Hunt was interviewed by American presenter Ryan Seacrest she said that she had chosen the gown because “it was the most beautiful dress I tried on and they partner with Global Green. It was a win-win-win."

Hunt also added: "I like that they're making clothes in a sustainable way."

H&M launched its unique garment recycling initiative in partnership with Global Green, earlier this month as part of its Conscious campaign. The scheme launched with a pre-Oscar party and will collect unwanted clothing and recycle them, as well as raise funds for Global Green, which is an American organisation that promotes sustainable living.

Commenting on designing the gown, Ann-Sofie Johansson, H&M’s Head of Design, said: “It's an honour and joy to design this gown for one of the most amazing actresses in the world. We admire Helen Hunt and it feels fantastic to create a gown for such a memorable occasion.”

However, even though the gown was from a high street brand, H&M has confirmed that this was a custom-made dress that won’t be available in stores. The retail did add though that from April 4 it will be selling dresses in a ‘similar style’ as part of their Conscious collection.

This isn’t the first red carpet moment for H&M at a major award ceremony, last year Michelle Williams wore a custom-made H&M gown to the BAFTAs.

Image: Helen Hunt wearing H&M at the 2013 Oscars