My Week with Marilyn star Michelle Williams shocked the fashion elite by wearing H&M to this year’s BAFTA ceremony.
It turns out though that this was a cleaver marketing stunt to promote the brand's new red carpet collection which has just been released instore.
The glamorous line dubbed the Exclusive Conscious Collection, forms part of H&M’s Conscious Initiative – a range made from sustainable materials such as organic cotton and hemp and recycled polyester.
Michelle Williams wears bespoke H&M to the BAFTAS and a top and skirt from the new Conscious Collection
For the BAFTAS Williams wore an H&M custom-made gold-draped organic cotton bodice with a satin-backed crepe skirt and a similar combo (above) has just dropped instore.
Other celebrities who have already showcased the collection include Amanda Seyfried who wore a blue tuxedo blazer and shorts to a London premiere, Kristin Davis who wore an apple green embroidered dress to a Vanity Fair event and Viola Davis who was spotted in a hot-pink sleeveless top and skirt.
Best in show though, though is the 'Ultimate Red Carpet Dress', below. Made of organic cotton and silk boucle at the top and sashaying into an organza crease plissé meringue skirt, it comes as a limited edition of 1000 pieces, each individually numbered.
Two stand out red carpet looks from H&M's Exclusive Conscious Collection
Purple shift, slashed to the thigh lemon maxi dress and sapphire blue shorts suit from H&M's Exclusive Conscious Collection
Orange cocktail dress, hot pink floor-length gown and floral sheath from H&M's Exclusive Conscious Collection
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