H&M opens pop-up store to celebrate the launch of the Conscious Exclusive collection
With Olivia Wilde and Barbara Burchfield
H&M is celebrating sustainability with a pop-up shop at its New York flagship to draw focus to it's Conscious Exclusive collection, featuring apparel offerings made from sustainable materials such as organic cotton, organic linen, Tencel and recycled polyester.
The pop-up store within a store has been dubbed 'H&M Conscious Exclusive + Conscious Commerce' and will be overseen by Conscious Commerce co-founders, Olivia Wilde and Barbara Burchfield. It will pique interest and visibility before the Swedish clothing brand launched their sustainable collection on a larger scale, online at the end of the week. As well as H&M's own sustainable collection, the pop-up will also feature and promote other eco-friendly clothing brands such as; Feed, Freedom of Animals, Amour Vert and many more.
As the face of the sustainable initiative since December, actress Oliva Wilde has expressed her passion for the work of sustainability in the fashion industry and is proud to show "the stylishness of sustainability," with the collection.
The pop up store's interiors have had a helping hand from the interiors specialist, Jonathan Beck (who counts 3.1 Philip Lim, Nike and Sergio Rossi as clients) who has created the retail space from natural and sustainable materials, creating the ideal backdrop for the fashionably eco-friendly collection to be displayed.