Olivia Wilde is the New Face of H&M

Olivia Wilde has joined H&M as the new ambassador for the retailer's Conscious Exclusive collection, a line of environmentally friendly clothing. 

"Sustainability is one of my biggest passions," Wilde said, adding that H&M's Conscious collection "shows the stylishness of sustainability." 

Wilde teamed up with the Swedish fashion chain earlier this year for a DoSomething.org campaign called Comeback Clothes, which encouraged people to recycle their old clothing. She has also co-founded Conscious Commerce, an e-commerce website that supports other environmental initiatives. 

The Conscious Exclusive collection is said to be inspired by African, Asian and Indian cultures. Both the detailing and the cut will draw upon other cultures, while the entire collection will have a focus on hand-drawn prints and dresses. 

H&M's eco-friendly line was first launched in 2011 with a dedication to make clothing from sustainable materials, like organic cotton and linen, Tencel, and recycled polyester. Last year, they began a new initiative in which customers could also drop off their used clothing to stores. More recently, the retailer launched the Conscious Denim capsule collection in October, which was made with through a manufacturing process that limits the use of energy and water. 

The Conscious Exclusive Collection will be available in 200 H&M stores worldwide and online on April 16. 

Tags: conscious collection, Fashion, H&M, Olivia Wilde, sustainability

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