Olivia Wilde goes eco Conscious

LONDON — Swedish retailer H&M has cast Hollywood actress Olivia Wilde as the face of its latest Conscious Exclusive collection.

The partnership is a fitting one; The 30-year-old Wilde is a vegan who backs several humanitarian causes such as the Fair Foods campaign in the United States and is on the board of Artists for Peace and Justice, which provides education and health services in Haiti.

H&M’s ethically-minded range is the company’s way of committing itself to producing more sustainable products and is made up of materials such as organic silk, organic cotton, organic linen, Tencel, recycled polyester and conscious leather.

The Drinking Buddies star said that she is proud to front a collection “which shows the stylishness of sustainability”, adding that “sustainability is one of my biggest passions”. The mother-of-one will showcase the African-, Asian- and Indian-inspired collection ahead of its launch next spring on April 15. Previous collections have featured show-stopping details and higher price points, reflecting the investment nature of the pieces.

H&M also produces an additional sustainable line simply called Conscious, which is more readily available and includes wardrobe basics. THE DAILY TELEGRAPH