Last eve, H&M and Olivia Wilde hosted a preview at H&M’s New York City headquarters to introduce the new H&M Conscious Exclusive collection, promoting sustainability within the fashion industry. The partnership marks the second year that the retailer joined forces with Wilde, who starred in their 2015 Conscious Exclusive campaign just last year. The actress has always been passionate about sustainability and launched Conscious Commerce along with co-founder and bestie Barbara Burchfield, a creative director at Riot.House and producer of Global Citizens Festival whose mission is to integrate conscious consumerism into every commercial vertical.
“I’m excited to be partnering up with H&M once again,” said Wilde in a statement. “Being a part of last year’s Conscious Exclusive campaign was such a great experience and the collection was truly incredible. This year is no different, and I’m just happy to be supporting fashion in a forward thinking way.”
The event also highlighted H&M’s sustainability efforts and ongoing global garment collection initiative with the upcoming launch of the retailer’s first World Recycle Week campaign. Attendees were asked pledge Join the Movement, H&M’s campaign to collect 1,000 tons of unwanted garments from customers during this upcoming period (April 18 to 24). On the clothing front, pieces from the conscious exclusive collection were made from innovative sustainable material like eucalyptus bark for a pair of high fashion flats and cat-eye sunglasses made from plastic bags. Approximately 750 lbs. of recycled clothing from H&M’s global garment collecting initiative were repurposed and on display as art installations at the shindig.
“We at H&M are committed to recycling and see the future as circular. We invite our customers to join in the movement and bring their undated clothes to any H&M store,” said Daniel Kulle, president of H&M U.S.
The complete H&M Conscious Exclusive collection will be available on Thursday, April 7 in 165 stores worldwide and online at hm.com.