H&M announces partnership with actress and filmmaker Maisie Williams, as she is named Global Sustainability Ambassador, in a bid to shape the future of the fashion industry.
Emerging out of Hollywood and into the real and virtual world of sustainable fashion, the Game of Thrones actress is now the centre of a series of worldwide initiatives aiming to build a more sustainable future in fashion. The programme is part of H&M’s long term aim of only using recycled or ethically sourced materials by 2030, where Maisie will work closely with a team of experts to drive sustainability and protect the planet for the next generation. Encouraging us to reuse, remake and recycle second hand unwanted garments, the partnership creates a united front to close the loop in fashion.
The journey towards complete sustainability kicks off with the launch of Maisie’s digital avatar twin in H&M’s interactive Looop Island game. Created by 3D animators at Goodbye Kansas Studio, her lifelike avatar will appear across Nintendo’s Animal Crossing|: New Horizons game in H&M’s Looop Island on 13th April. With the ultimate aim of encouraging circular fashion both virtually and in real life, Avatar Maisie will make several appearances at Looop Island throughout the year sometimes alongside Pascal Brun, H&M’s Global Sustainability Manager.
Named after H&M’s garment recycling machine which recycles old unwanted clothing, the interactive Looop Island has been imagined and designed with style and sustainability in mind. In a bid to initiate permanent change in fashion and encourage circular shopping habits, game players can explore the island and upcycle their outfits into new ones at the New Horizons recycling station the Looop Machine. The game also allows players to express their thoughts about sustainable fashion by leaving notes on the H&M Looop Island notice board.
H&M’s virtual world of Looop Island is now open and we don’t know about you but we are ready to dive in!