H&M is getting the hero it deserves. The Swedish retailer has tapped Olivia Wilde—and, we hope, her eco-crime-fighting alter ego, Princess Layers—to be the new face of its environmentally sustainable “Conscious Exclusive” collection. The line’s third celebrity spokeswoman, the Hollywood actress suceeds supermodel Amber Valletta, who in turn inherited the role from French singer-actress Vanessa Paradis in 2013. Wilde, an environmental advocate and the co-founder of philanthropic e–tailer Conscious Commerce, will model pieces from the range ahead of its launch in 200 H&M stores worldwide, as well as online, on April 16.
“Sustainability is one of my biggest passions. I’m proud to be the face of H&M Conscious Exclusive, a collection which shows the stylishness of sustainability,” Wilde says in a press release.
The eco-chic lineup promises a “global influence,” drawing inspiration from African, Asian, and Indian cultures in cut and detail, according to Ann-Sofie Johansson, H&M’s head of design for new development. Dresses made from materials such as organic silk, organic cotton, organic linen, Tencel, and recycled polyester will abound, together with hand-drawn prints commissioned exclusively for the collection.
“I love the look of this year’s Conscious Exclusive collection,” Johansson says. “The pieces are full of character with the most beautiful prints, all made from more sustainable materials”