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H&M appoints Maisie Williams as global sustainability ambassador

Lauretta Roberts
12 April 2021

H&M has joined forces with British actor and filmmaker Maisie Williams to promote a more sustainable future for fashion by encouraging reuse, remaking and recycling of unwanted garments.

Williams will join H&M throughout the year to drive change in fashion "in the virtual world and real life" and the collaboration kicks off with the introduction of her digital twin "Avatar Maisie".

The lifelike avatar was painstakingly created by 3D animators at Goodbye Kansas Studio and will make her debut in a launch film. Avatar Maisie and real-life Maisie will make several appearances throughout the year, engaging with H&M customers and "inspiring action, sometimes together, other times on their own".

"In this role, I will be working closely with experts within H&M to drive sustainability initiatives and shape the path towards an accessible and circular fashion future. The longterm goal is to use 100% recycled or other sustainably sourced materials for textiles across the full H&M Group brands by 2030. It’s time to take action and create more viable production circuits in fashion to protect our planet for the next generation," Williams said.

The first joint action is the launch of H&M Looop Island in Nintendo’s hugely popular game Animal Crossing: New Horizons launching tomorrow (13 April). Named after H&M’s recently launched garment recycling machine, which takes old clothes and recycles them into new ones, H&M Looop Island has been completely designed with a sustainable theme.

Players can explore the island and recycle their game outfits into new ones in the first ever Animal Crossing: New Horizons clothing recycling station the Looop machine.

On 13 April, gamers from all over the world will be able to meet Maisie – herself an avid Animal Crossing player – at Looop Island, together with Pascal Brun, Global Sustainability Manager at H&M. Players visiting the island can learn more about recycling, interact with H&M and share their thoughts about circular fashion by leaving a note on the H&M Looop Island notice board.

“Being part of this initiative together with Maisie Williams to drive for change within the fashion industry by encouraging our customers and fans to reuse, remake and recycle unwanted garments, is something we at H&M are very ambitious about. The future of fashion needs to look different, and we want to be a part of this solution," said Brun.

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