H&M, Conscious Commerce

H&M will unveil a pop-up shop to celebrate the launch of its Conscious Exclusive collection, with apparel offerings made from sustainable materials such as organic cotton, organic linen, Tencel and recycled polyester.

NEW YORK — H&M on Tuesday will unveil a pop-up shop to celebrate the launch of its Conscious Exclusive collection, a yearly event since 2011, with apparel offerings made from sustainable materials such as organic cotton, organic linen, Tencel and recycled polyester.

This story first appeared in the April 8, 2015 issue of WWD. Subscribe Today.

The pop-up shop, called H&M Conscious Exclusive + Conscious Commerce, will be a store within a store, located at H&M’s flagship at 4 Times Square here, also known as 1472 Broadway.

Olivia Wilde and Barbara Burchfield, cofounders of Conscious Commerce, will oversee the pop-up. In addition to H&M’s Conscious Exclusive collection, the shop will feature eco-friendly brands committed to sustainability such as Amour Vert, Apolis, Feed, Freedom of Animals, The Giving Keys, K/ller Collection, Preserve, Shft, Studio One Eighty Nine and Zady.

H&M is hoping to make the event something of a happening with extended hours. On Tuesday, the pop-up will operate from 5:30 p.m. to 1 a.m. On Wednesday through Sunday, the pop-up’s last day, hours will be 9 a.m. to 1 a.m.

The sustainable collection will launch in stores and online on Thursday.

Wilde became the face of H&M’s Conscious Exclusive collection of environmentally sustainable clothing in December. “Sustainability is one of my biggest passions,” said the actress at the time. The Swedish retailer’s Conscious range “shows the stylishness of sustainability,” she added.

Wilde and Burchfield’s philanthropic e-commerce Conscious Commerce site aims to connect brands with charities then sells their products — things “that people actually want to buy,” Wilde said — on the Web site.

H&M’s 2015 Conscious Exclusive collection was inspired by cultures around the world and focuses on the versatility of the dress. An organic linen and silk sleeveless gown worn by Wilde in the Conscious Exclusive collection ad campaign is printed with hand-drawn images of birds and feather patterns, and is priced at $299.

Jonathon Beck, who has created retail spaces for 3.1 Phillip Lim, Céline, Nike, Bulgari and Sergio Rossi, designed the pop-up from raw birch spaced generously so consumers can look inside. The planks form an open air ceiling and a long wall outside the pop-up displays designs from the collection.