Olivia Wilde, who first teamed up with H&M to front their clothes recycling campaign Comeback last year, will appear in the ads for the high street label's new Conscious Exclusive collection, which is set to be unveiled today before it goes on sale in store and online from April 16.
The campaign was shot by Lachlan Bailey and styled by Ludivine Poiblanc and shows the brunette beauty sporting the collection's iconic pieces including an organic silk blazer and a bird-print evening gown.
The 31-year-old star, who launched e-commerce site Conscious Commerce and has declared her support for a number of environmental charities in the past, is thrilled with the team up and hopes the eco friendly collection will inspire other labels to think about sustainability.
She told WWD, "Sustainability has got a bad reputation, especially in fashion. I think people assume the clothes will be dull, the fabrics uncomfortable and the design uninspiring. It's like people think sustainability is a penance. This couldn't be further from the truth, and the H&M Conscious Exclusive collection shows that sustainability is no compromise on style. I hope the collection empowers women around the world who love fashion but want to consume it in a more sustainable way. It gives them the chance to look their best, and also act responsibly. I also hope the rest of the fashion industry is watching. I think this is how all fashion should be."
Olivia will also appear in a film for the brand directed by Max Vitali.