H&M partners with Maisie Williams and Animal Crossing to promote sustainable fashion

Are you a fan of fashion and Animal Crossing? If so, you’re in luck, as H&M has recently announced a partnership with Maisie Williams (Game of Thrones) to encourage the reuse and recycling of clothing, with the aim of “closing the fashion loop”. This is an attempt to lead a “global initiative towards a more sustainable fashion future”.

These are the details that have been shared:

  • As part of the promotion of H&M’s new garment recycling machine, Looop, the company has partnered with Animal Crossing: New Horizons to create a bespoke, fashion-centric island in the game.
  • Players will be able to recycle their old outfits into new ones on the island, although it is unclear how this will work.
  • Maisie herself made an appearance on Looop Island, along with Pascal Brun, H&M’s global sustainability director, on 13 April.

Finally, here is the message shared by Williams:

‘The long-term goal is to use 100% recycled or sustainably sourced materials for textiles across all 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.