What combines a Swedish fashion company, a Game of Thrones star, and Animal Crossing: New Horizons? H&M has appointed Maisie Williams as Global Sustainability Ambassador, as they seek to lead the initiative toward a future of using only sustainable clothing by 2030.

Williams will act as the face of the initiative, promoting the reuse and recycling of unwanted clothes to create an industry of 100 percent recycled material.

”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,” says Williams. “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.”

What does this have to do with gaming? Williams is appearing as a digital avatar in an animated film and other venues, including Animal Crossing: New Horizons. The first act of this partnership was to launch a special island in Animal Crossing: New Horizons earlier this month: H&M Looop Island. Players can explore the island to recycle their outfits into one pieces of clothing, and yes, it has three O’s in the name.

“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,” says Pascal Brun, Global Sustainability Manager, H&M. “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.”

Animal Crossing: New Horizons is available on Nintendo Switch.


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Eric has been writing for over five years with bylines in Dicebreaker, Pixelkin, Polygon, PC Gamer and Tabletop Gaming magazine, covering movies, TV shows, video games, tabletop games and tech. He reviews and live streams D&D adventures every week on YouTube. He also makes a mean tuna quesadilla.