H&M has named humanitarian and eco-conscious actress Olivia Wilde the face of its latest environment-friendly collection, Conscious Exclusive. Each garment and accessory in the collection is made of organic materials including silk, cotton, linen, Tencel, recycled polyester and conscious leather.
The line marks the latest stage of H&M’s long-term commitment to more sustainable fashion. The Swedish retailer’s efforts span collecting used garments from customers to working toward procuring all of its cotton from sustainable sources by 2020.
Wilde, who is well known for her commitment to sustainability and engagement in environmental causes, will be featured in the campaign wearing items from the collection. Wilde said, “Sustainability is one of my biggest passions. I’m proud to be the face of H&M Conscious Exclusive, a collection which shows the stylishness of sustainability.”
In addition to an environmental influence, the Conscious Exclusive collection features styles inspired by African, Asian and Indian culture. A highlight in the dress-heavy collection includes frocks accented with hand-drawn prints that were created exclusively for H&M.
H&M head of design for new development Ann-Sofie Johansson said, “I love the look of this year’s Conscious Exclusive collection. The pieces are full of character with the most beautiful prints, all made from more sustainable materials.”
The line will be available in approximately 200 H&M stores worldwide on April 16, 2015, as well as online.