H&M's Sustainable Fashion Shop-in-Shop to Debut in Times Square

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The fifth collection for H&M's sustainable fashion line debuts next Tuesday, April 14th, at a pop-up shop within the Times Square location, WWD reports. The shop, dubbed (quite wordily) H&M Conscious Exclusive + Conscious Commerce, not only features in-house designs of organic cotton and linen and tencel—an environmentally friendly fabric made from wood cellulose—but also other brands who prioritize sustainability, like Amour Vert, Freedom of Animals, the locally-made K/ller Collection, Preserve, and Zady.

Clothes are displayed against raw birch and cost a bit more than what most shoppers expect from H&M—the dress that actress Olivia Wilde (the face of the campaign and co-founder of Conscious Commerce) wears above is $299.

There's more hours that you can shop at the pop-up shop than not—like the rest of the Times Square store, it's open from 9am to 1pm. This display will only be around through Sunday the 19th, but the Conscious Exclusive collection will be available in other H&M locations and online starting tomorrow.

Update: A previous version of this article incorrectly stated the pop-up shop's opening date.