Olivia Wilde, the face of the new Conscious Exclusive H&M ad campaign

Olivia Wilde is the new face for the H&M campaign, Conscious Exclusive. It is the responsible version of the brand that focuses on sustainability. 

"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," Wilde declared to WWD. 

"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," the actress continued. 

The campaign was shot by Lachlan Bailey and styled by Ludivine Poiblanc with the actress wearing organic silk tuxedo blazer and a sleeveless evening dress. 

The collection will be available starting April 16 on all H&M stores around the globe.