Olivia Wilde shows her entrepreneurial side at H&M

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Fast-fashion giant H&M’s push into sustainable apparel made of organic cotton, organic linen, Tencel and recycled polyester is getting a higher profile with actress Olivia Wilde overseeing the launch of its “Conscious Exclusive” collection at a pop-up at its store in New York City’s Times Square.

The H&M pop-up, in the store at 4 Times Square, is designed to be more of a festive event, with store hours extended past midnight to encourage shoppers to linger late. On Tuesday, the pop-up will operate from 5:30 p.m. to 1 a.m., according to Women’s Wear Daily. From Wednesday through Sunday, the pop-up’s last day, hours will be 9 a.m. to 1 a.m. The sustainable collection will launch in all stores and online on Thursday.

Wilde co-founded Conscious Commerce, one of the brands featured in the collection, a few years ago with business partner Barbara Burchfield. The e-commerce site aims to connect brands with charities and allows consumers to give back to charities as they purchase apparel, home goods and accessories that they would buy anyway. Its previous partnerships have included one with the retailer Anthropologie on a dress that, with each purchase, gave back to a school in Kolkata, India, that serves children in the city’s red-light district.

As Wilde explained in an interview with Forbes, she had tried her hand at traditional philanthropy but found that charities were pursuing the same rich donors over and over. Her idea was to extend the opportunity on a wider scale to consumers who would like to give back.

“It should be shocking when a product isn’t somehow helping the people who made it,” she said.

Wilde became the face of H&M’s Conscious Exclusive collection of environmentally sustainable clothing in December.

The shop, which Sweden-based H&M has been featuring annually since 2011, will also feature eco-friendly brands committed to sustainability such as Amour Vert, Apolis, Feed, Freedom of Animals, The Giving Keys, K/ller Collection, Preserve, Shft, Studio One Eighty Nine and Zady.

** This post first appeared on The Business Journal here.

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