Maisie Williams of Game of Thrones fame has been named H&M’s global sustainability ambassador, leading the Swedish brand’s worldwide initiative towards a more sustainable future in a united effort to encourage the recycle, reuse and remaking of discarded garments. The initiative promises a long-term goal of using 100% recycled or other sustainably sourced materials for textiles across the full H&M Group brands by the year 2030.
“I am excited to finally share the news of my partnership with H&M as Global Sustainability Ambassador and cannot wait for you all to see what we have been working on,” says the actor and filmmaker.
“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.”
An active voice for female empowerment, environmentalism and diversity, Williams will be embarking on several initiatives around circularity throughout the year. With this partnership also come the introduction of Avatar Maisie, a digital avatar of the English star created by the 3D animators at Goodbye Kansas Studio.
Both Maisies will make several appearances throughout the year, engaging with H&M customers and inspiring action, sometimes together, other times on their own.
The 13th of April also saw the launch of the brand’s first joint action with the creation of H&M Looop Island in Nintendo’s gaming phenomenon Animal Crossing: New Horizons.
Named after H&M’s recently launched clothing recycling machine that recycles old garment into new ones, players from all around the world got to meet Maisie, a fellow avid Animal Crossing player, together with Pascal Brun, Global Sustainability Manager at H&M.
Together, players got to be well-informed about recycling, interact with H&M and left notes on the H&M Looop Island notice board, sharing their thoughts on the topic of circular fashion.
“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. The future of fashion needs to look different, and we want to be a part of this solution,” says Pascal Brun, Global Sustainability Manager at H&M.
“It’s time to take action and create more viable production circuits in fashion to protect our planet for the next generation”, emphasizes Williams.
Source: H&M