Maisie Williams joins H&M as Global Sustainability Ambassador to “help lead a worldwide initiative towards a more sustainable fashion future.” The fashion company set a goal of only using recycled or other sustainably sourced materials by the year 2030. Williams will assist in highlighting ad encouraging the “reuse, remaking and recycling of unwanted garments in a united effort to close the loop in fashion.”
“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 longterm 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.”
Maisie Williams
During 2021, the actor and filmmaker, will participate in several initiatives around the circularity. One of those will be launch of Avatar Maisie – Maisie Williams’ digital twin. You can see Avatar Maisie make her debut in an upcoming launch film, premiering today.
H&M reports that the first joint action of this new partnership is the launch of H&M Looop Island in Nintendo’s Animal Crossing: New Horizons on April 13, 2021. The island has a sustainable theme and is named after H&M’s garment recycling machine, Looop.
H&M Looop Island in Nintendo’s Animal Crossing: New Horizons 
H&M’s Pascal Brun and Maisie Williams in Animal Crossing: New Horizons
Maisie is an avid Animal Crossing player. The actor will join Pascal Brun, H&M’s Global Sustainability Manager, on April 13 on the island. Players visiting the island can learn about recycling and share thoughts on circular fashion.
