H&M made its Oscar debut Sunday night, (and bargain hunters cheered), when Helen Hunt walked the red carpet in a midnight blue gown from the Swedish clothing chain known for its cheap chic clothing.
Hunt told Ryan Seacrest that she had chosen the gown because it was the “most beautiful dress” she’d tried on and because she supported H&M’s eco-friendly Global Green garment recycling initiative, which launched earlier this month.
The new effort will help save natural resources and contribute to reduced environmental impact, according to H&M. Customers can bring used garments (in any condition) to any of the chain’s 269 US stores. The clothing will be recycled and customers get a voucher for 15% off their next purchase in exchange for the donation.
They won’t be able to use that voucher on Hunt’s dress, however. The company says that the silk satin creation was a one-of-a-kind, custom design not available in stores. But H&M will be selling similiar dresses as part of their “Conscious” collection starting in April.
Hunt isn’t H&M’s first high profile customer. Actress Ginnifer Goodwin made headlines when she wore a $299 pale gray gown from the chain’s “Eco” line to the White House Correspondent’s Dinner in Washington D.C. last spring. And Michelle Obama wore a black and white polka-dot dress for a “TODAY” appearance in 2011. Price tag for that frock? $34.95.