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H&M’s Eco-Friendly Conscious Exclusive Pops Up in Times Square

H&M is marking the launch of its fifth eco-friendly collection, Conscious Exclusive, with a pop-up at its Times Square flagship ahead of the line’s official launch on Apr. 16.

Open now through Sunday, the shop-in-shop features not only in-house designs made from recycled wool, Tencel and organic linen and leathers, but also other sustainable brands, including pieces from Amour Vert, Freedom of Animals, K/ller Collection, Preserve and Zady.

Named H&M Conscious Exclusive + Conscious Commerce, the pop-up is a partnership between the Swedish chain and Conscious Commerce, the philanthropic e-tailer co-founded by actress and humanitarian Olivia Wilde, who also fronts the collection’s campaign.

“[She] is the perfect choice for this collection because she shares H&M’s commitment to a more sustainable future,” said Anne-Sofie Johansson, creative adviser at H&M, in a statement.

Inspired by global cultures, this year’s eco-conscious collection hits 200 H&M stores globally as well as online on Apr. 16 and comprises such standouts as an organic linen and silk sleeveless gown printed with hand-drawn birds, a black cocktail dress made with Tencel and recycled wool with rows of recycled sequins and a sleeveless cocktail dress made of organic hemp and silk that calls to mind Japanese ink-wash paintings.

Elsewhere in the collection, the diverse use of more sustainable materials is seen in such pieces as a flapper dress with recycled beads, a minimalist leather jacket and stack-heeled sandals made from organic leather.

“This is how all fashion should be: great style that’s naturally more sustainable,” Wilde said.