As H&M's global sustainability ambassador Maisie Williams has joined the brand to drive change in fashion in the virtual world and real life.
The English actress and film producer is an active voice for female empowerment, environmentalism and diversity. Her new role with H&M will involve several initiatives around circularity.
"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," says Williams.
The partnership introduces her digital twin, Avatar Maisie, painstakingly created by 3D animators at Goodbye Kansas Studio. Avatar Maisie and the real-life Maisie, who played Arya Stark in Game Of Thrones, will make several appearances throughout the year, engaging with H&M customers and inspiring action, sometimes together, other times on their own.
The first joint action was the launch of H&M Looop Island in Nintendo's hugely popular game Animal Crossing: New Horizons on Tuesday.
Named after H&M's garment recycling machine, 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 at the clothing recycling station.
They can learn more about recycling and share their thoughts about circular fashion by leaving a note on the H&M Looop Island notice board.
Animal Crossing: New Horizons clothing recycling station and the Looop machine.
