H&M shows its conscious in New York

H&M gave new meaning to the phrase “pop-up store” with a merchandising initiative at its Times Square location focused on conscious commerce.

The retailer, which operates 3,100 stores worldwide, chose the New York flagship location as the launch point for its H&M Conscious Exclusive Collection and the opening of its Conscious Pop-Up Store. On hand for the opening were actress Olivia Wilde and Barbara Burchfield of Conscious Commerce.

The pop-up shop inside the store features what H&M said are sustainable and ethical fashion brands that are part of the movement towards a better fashion future. Conscious partners include Amour Vert, Apolis, ClimateStore, Feed, Freedom of Animals, The Giving Keys, K/LLER Collection, LSTN, Preserve, S'well, SHFT, Studio One Eighty Nine and ZADY.

"Being in the H&M Conscious Exclusive Pop-Up, curated by Conscious Commerce, is an extremely exciting moment because we are launching the H&M Conscious Exclusive collection which is at the forefront of the sustainable movement in fashion," said Wilde, the face of the campaign.“We thought why not pair the Conscious Exclusive Collection with brands that we at Conscious Commerce really love."

According to H&M, shoppers lined up to be the first to shop the collection and were able to donate their clothes to H&M's garment recycling program to receive a 20% discount and win a chance to meet Wilde. The Conscious Pop-Up shop is comprised of a raw birch structure with sustainable metal inlays to give the customer a unique shopping experience within the location.

The shop opened on April 14 and will be open through April 19. Photos from the pop-up are available for download here. H&M, Olivia Wilde, and Conscious Commerce Celebrate the Opening of the Conscious Pop-Up Shop

Credit: Getty

Video content is downloadable here.

Credit: Getty