H&M Unveils Conscious Collection, World Recycle Week Campaign


H&M, along with Conscious Commerce co-founders Olivia Wilde and Barbara Burchfield, hosted a preview at the company’s gorgeous Fifth Avenue showroom to introduce the new Conscious Exclusive collection.

The event was intended to not only highlight H&M’s ongoing sustainability efforts, but also shed light on the retailer’s global garment-collecting initiative with the launch of its first World Recycle Week campaign.

H&M’s Conscious Exclusive collection features clothing and accessories made entirely from sustainable materials. The ultra-luxe collection — which takes inspiration from the archives of the Musée des Arts Décoratifs, located in the Palais du Louvre in Paris — is probably H&M’s greenest and most glamorous collection yet. It’s also the most innovative.

“H&M is really investing in sustainability through their Conscious Exclusive line,” actress and Conscious Commerce co-founder Olivia Wilde said.

“They’re proving that sustainability doesn’t necessarily mean that you’re sacrificing style.”

The event also highlighted pieces made from innovative sustainable materials, such as eucalyptus bark for a pair of high fashion flats and cat-eye sunglasses made from plastic bags. Approximately 750 lbs. of recycled clothing from H&M’s global Garment Collecting initiative were repurposed and on display as art installations.

“I’m excited to be partnering up with H&M once again. Being a part of last year’s Conscious Exclusive campaign was such a great experience and the collection was truly incredible.” said Olivia Wilde.

“This year is no different, and I’m just happy to be supporting fashion in a forward thinking way.”



This is the second year that H&M has joined forces with Wilde and Burchfield to promote sustainability within the fashion industry. Wilde was the star of H&M’s 2015 Conscious Exclusive Campaign.

Event attendees were asked to pledge to Join the Movement of H&M’s ambitious campaign to collect 1,000 tons of unwanted garments from customers during World Recycle Week (April 18-24). Garment collection bins are available in all H&M stores around the globe, year-round.

“We at H&M are committed to recycling and see the future as circular. We invite our customers to join in the movement and bring their unwanted clothes to any H&M store,” says Daniel Kulle, President of H&M US.

The brand has set the ambitious goal to collect 1,000 tons of clothing from customers between April 18 and April 24 and even brought on pop star, M.I.A. to lead the cause. The British/Sri-Lankan rapper dropped a track and video called “Rewear It” to fuel the effort.

“World Recycle Week is about embracing important environmental issues such as the landfills, and highlighting a global movement,” M.I.A. said.

The initiative is part of H&M’s goal to close the loop in fashion, recycling unwanted garments to create recycled textile fibers for new products.


The H&M Conscious Exclusive collection features clothing and accessories made from more sustainable materials. The collection takes inspiration from the archives of the Musée des Arts Décoratifs, located in the Palais du Louvre in Paris. New to this year’s collection are three wedding dresses, one of which was lit with fibre optics to showcase the craftsmanship and design specially created by Paris-based Korean artist Tae Gong Kim.

The complete H&M Conscious Exclusive collection will be available on Thursday, April 7 in 165 stores worldwide and online at hm.com.

This will coincide with the opening of the H&M sponsored Musée des Arts Décoratifs’ exhibition, “Fashion Forward-300 Years of Fashion.” H&M will launch their World Recycle Week initiative in stores on April 18th



Video Credit: H&M