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H&M teams with Maisie Williams and Animal Crossing as part of new initiative

Fashion retailer partners with actress to lead a worldwide initiative towards a more sustainable future.

Fashion retailer H&M has joined forces with Maisie Williams, in a partnership which will see the actress and filmmaker lead a worldwide initiative towards a more sustainable future.

In a major effort towards meeting the goal of only using recycled or other sustainably sourced materials by 2030, Maisie will join H&M throughout the year to drive change in fashion in the virtual world and real life.

Maisie’s digital twin – Avatar Maisie – has been created as a piece of the partnership, with both the avatar and the real-life Maisie making several appearances throughout the year, engaging with H&M customers and aiming to inspire action.

The first joint action is the launch of H&M Looop Island in Nintendo’s Animal Crossing: New Horizons (which happened on 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.

“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,” commented Pascal Brun, global sustainability manager at H&M. “The future of fashion needs to look different, and we want to be a part of this solution.”

Maisie – who made her acting debut in the smash hit, Game of Thrones – added: “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 long-term 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.”

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