H&M is launching their Conscious Exclusive line in stores today and they have tapped Olivia Wilde for the campaign. This year’s collection draws inspiration from cultures all over the world, using sustainable materials like Tencel, hemp, organic linen and silk, recycled wool, sequins and more.
“I love the Conscious Exclusive collection at H&M, both for the look, and also for its ethics,” Wilde said in a statement. “This is how all fashion should be: great style that’s naturally more sustainable.” A big worry when it comes to sustainable fashion is that the style element will be lost in the scramble to make sure everything is environmentally friendly. But brands like Stella McCartney and Reformation, whose brand identity is so tied to sustainability, prove that you don’t need to give up fashion to be nicer to the environment. H&M has had several stylish conscious collections in the past, and this latest one follows in those footsteps. From romantic evening dresses to a dreamy ball-style skirt and slit-sleeve blazer, the range marries sustainability and sophistication.
Check out this behind-the-scenes look at Wilde’s shoot for the campaign as she shares her thoughts on fashion, sustainability, and her favorite pieces from the collection.
H&M’s Conscious Exclusive range hits stores today.
Images: Courtesy H&M