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Animal Crossing’s tie-up with fashion continues with H&M launching vegan collection

Camilla Rydzek
03 November 2021

Fast-fashion retailer H&M has digitally re-created 11 pieces from its PETA-approved vegan collection on Nintendo’s popular game Animal Crossing: New Horizons and showcased them in an in-game fashion show.

The virtual garments from the "Co-Exist Story" collection are available to view in H&M’s in-game showroom located on their Looop island, named after the brand’s garment recycling machine, which was originally launched on the game in April, 2021.

An in-game fashion modelling the virtual collection on avatars of female gamer BrookeAB alongside other gaming influencers was also staged on the island.

The brand’s move is the latest in a number of fashion tie-ups with the Nintendo game, which has seen a surge in popularity over the COVID-19 pandemic, with Ted Baker launching its AW21 collection on the game last week in a bid to develop its cultural capital and capture market share from a millennial audience.

Pandora also recently announced it will venture into gaming with its very own Pandora Island.

“At H&M, we are always pioneering new ways to engage our customers and fans with our ambitious sustainability initiatives. Hosting our first fashion show in Animal Crossing to showcase our vegan ‘Co-Exist Story’ collection is the logical next step to our Looop Island concept, which was conceived to encourage our customers to reuse, remake and recycle unwanted garments,” said Pascal Brun, Global Sustainability Manager at H&M.

In the vegan spirit of the new collection, Looop Island has been transformed into an animal sanctuary, with a ban on fishing and hunting, a new wildflower meadow, as well as vegan food on offer at the island restaurant.

H&M on Animal Crossing: New Horizons

H&M's Looop Island on the Animal Crossing: New Horizons game was transformed into an animal sanctuary in the spirit of its new vegan collection

Looop Island will also be exclusively inhabited by animals that were not harmed in the making of the ‘Co-Exist Story’ collection, such as geese, ducks and cows, mirroring the vegan principles of the project.

The key pieces include a one-size-up puffer jacket, a neon-green furry chain-link scarf, an orange mini dress with cut-out details, a leather-look sleeveless blazer, and a slogan sweatshirt.

Users can escape H&M’s animal sanctuary Looop island via the Dream code DA-3314-6895-7902, and download the virtual clothing designs at the Able Sisters Shop.

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