Olivia Wilde is the new brand ambassador for H&M’s Conscious Exclusive fashion collection. The Swedish clothing retailer announced today that Wilde will be the face of the Conscious Exclusive campaign, one of the company’s initiatives for what it dubs sustainable fashion.
“Sustainability is one of my biggest passions,” said Wilde. “I’m proud to be the face of H&M Conscious Exclusive, a collection which shows the stylishness of sustainability.”
Wilde is an actress famous for her role on the TV show House M.D. and for starring in movies such as TRON: Legacy.
The Conscious Exclusive collection is part of what H&M is calling its long-term commitment to sustainable fashion. The company bases its H&M Conscious initiative on seven commitments including being ethical, recycling, using natural resources responsibly, and rewarding responsible partners.
— H&M USA (@hmusa) December 11, 2014
As part of the announcement, H&M revealed a bit about the upcoming Conscious Exclusive collection. The company stated that the new collection is focused on dresses and hand-drawn prints. The collection has also taken inspiration from African, Indian, and Asian cultures.
“I love the look of this year’s Conscious Exclusive collection,” said Ann-Sofie Johansson, head of design for H&M’s New Development department. “The pieces are full of character with the most beautiful prints, all made from more sustainable materials.”
The new Conscious Exclusive collection will be available in H&M stores and online starting April 15, 2015.
Wilde is well-known for her political activism as well as her support of environmental and humanitarian causes. She is a board member for both Artists for Peace and Justice and the ACLU of Southern California. She has participated in campaigns for President Obama, U.S. healthcare reform, and a variety of human rights issues.
Wilde also has specific ties to sustainable fashion. The actress is a co-founder of Conscious Commerce, an organization that encourages retailers to market themselves through philanthropic fundraising.