Game of Thrones actor Maisie Williams has now joined Animal Crossing New Horizons in a collaboration with H&M. The partnership is to lead a worldwide initiative towards a more sustainable fashion future.
Maisie Williams’ digital twin Avatar Maisie will now be seen in Animal Crossing New Horizons, created by 3D animators at Goodbye Kansas Studio. Avatar Maisie will make several appearances throughout the year, engaging with the H&M customers and inspiring action.
The collaboration also brought in the new H&M Looop Island in the game, where you can find a garment recycling machine, that takes in old clothes and makes them into new ones. The design of the island is made with a sustainable theme, where you can explore the island, recycle your game outfits and get new ones in return
Maisie Williams was quite excited about the collaboration and had this to say,
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. 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 percent 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.
On the other hand, Pascal Brun, Global Sustainability Manager H&M added,
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. 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.
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