WILDE CONSCIENCE: Hennes & Mauritz AB will unveil today the campaign for its Conscious Exclusive collection, featuring Olivia Wilde.
Shot by Lachlan Bailey and styled by Ludivine Poiblanc, the ad features Wilde wearing items including an organic silk tuxedo blazer and a sleeveless evening gown with a hand-drawn print of birds. The outdoor print campaign will run from April 1.
The American actress also appears in a separate campaign film directed by Max Vitali that will run in store, online and on social media from April 16.
Wilde, who is one of the faces of Revlon, last year teamed up with H&M and Dosomething.org on a clothes recycling campaign called Comeback. She is the cofounder of philanthropic e–commerce site Conscious Commerce and supports a host of other environmentally friendly charities.
“Sustainability has got a bad reputation, especially in fashion. I think people assume the clothes will be dull, the fabrics uncomfortable and the design uninspiring. It’s like people think sustainability is a penance. This couldn’t be further from the truth, and the H&M Conscious Exclusive collection shows that sustainability is no compromise on style,” Wilde told WWD.
“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. I think this is how all fashion should be,” she added.
The Conscious Exclusive collection will launch in about 200 H&M stores and online on April 16.