Olivia Wilde is the new face of H&M’s Conscious Exclusive collection of environmentally sustainable clothing.
“Sustainability is one of my biggest passions,” said the actress, who is one of the faces of Revlon, lauding the Swedish fashion chain’s Conscious range, “which shows the stylishness of sustainability,”
Wilde earlier this year teamed up with H&M and DoSomething.org on a campaign called Comeback Clothes that encouraged young people to recycle their clothes. She is the co-founder of philanthropic e–commerce site Conscious Commerce and supports a host of other environmentally friendly charities.
The Conscious Exclusive, which will feature inspiration from African, Asian and Indian cultures in both cut and detail, is set to launch in around 200 H&M stores and online on April 16. There will be a focus on dresses as well as hand-drawn prints, the retailer said.
The Conscious Collection, launched in 2011, uses sustainable materials such as organic cotton, organic linen, Tencel and recycled polyester. H&M last year also launched a global garment collection initiative that allows customers to drop off their used clothing at its stores.
In October, it launched a Conscious Denim line featuring washes that were assessed in terms of their environmental impact, including water and energy use.