H&M is teaming up with actress Maisie Williams to lead a worldwide initiative towards a more sustainable fashion future. The collab ties into Animal Crossing: New Horizons.
The actress from Game of Thrones will join H&M throughout the year to drive change in fashion in the virtual and real worlds as part of a major effort to meet the goal of only using recycled or other sustainably sourced materials by 2030.
Throughout 2021, H&M and the actress and filmmaker – who is also an active voice for female empowerment, environmentalism, and diversity – will collaborate on several initiatives centered on circularity. The introduction of Maisie Williams’ digital twin – Avatar Maisie – is an exciting aspect of the collaboration. Goodbye Kansas Studio’s 3D animators painstakingly created the lifelike avatar, which will make her debut in a launch film.
Animal Crossing is joining the cause to raise awareness
Animal Crossing: New Horizons is adding a new island. The new Looop Island is the first joint action between Nintendo and H&M. Looop Island is named after H&M’s recently launched garment recycling machine, which takes old clothes and recycles them into new ones. It has been entirely designed with a sustainable theme in mind.
Players can explore the island and recycle their game outfits into new ones at the Looop machine, the first Animal Crossing: New Horizons clothing recycling station. It is available starting on April 13 for all players.
“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,” says Pascal Brun, Global Sustainability Manager H&M.
“We’ve employed the creative spaces found in Animal Crossing: New Horizons as an exciting way to create a unique showcase of our vision. The future of fashion needs to look different, and we want to be a part of this solution,” Brun adds.
Maise Williams meets gamers in-game
There was a release event for Looop Island on April 13. At Looop Island, gamers from all over the world were able to meet Maisie – who is an avid Animal Crossing player – as well as Pascal Brun, Global Sustainability Manager at H&M.
All players from Animal Crossing: New Horizon can learn more about recycling, interact with H&M, and share their thoughts on circular fashion just by leaving a note on the H&M Looop Island notice board.