H&M’s new Conscious Exclusive collection showcases clothing made of sustainable materials such as hemp, organic linen and organic leather. Inspired by global cultures, it will be available in about 200 H&M stores worldwide and online on April 16.
The collection is being modeled exclusively by actress and humanitarian Olivia Wilde. “Sustainability doesn’t mean compromising fashion,” stated Wilde. “This is how all fashion should be: great style that’s naturally more sustainable.”[more]
H&M’s Conscious Foundation, which was founded in 2009, introduced a green tag in 2011 to identify sustainably-sourced material (it’s the largest consumer of organic cotton in the world).
“I love the global influences in this Conscious Exclusive collection and the beauty of the hand-drawn prints,” said Ann-Sofie Johansson, Creative Advisor H&M, for the latest Conc. “Olivia Wilde is the perfect choice for this collection because she shares H&M’s commitment to a more sustainable future.”
Wilde, one of the faces of Revlon, partnered with H&M and DoSomething.org on a clothes recycling campaign called Comeback. She is also cofounder of Conscious Commerce, a philanthropic e-commerce site.
“Sustainability has got a bad reputation, especially in fashion,” Wilde said. “I hope the collection empowers women around the world who love fashion but want to consume it in a more sustainable way. It gives them the chance to look their best, and also act responsibly. I also hope the rest of the fashion industry is watching.”
Other Conscious campaigns have featured supermodels Alek Wek, who’s the brand ambassador for the Conscious Foundation, and Amber Valletta: