International fashion retailer H&M has named English actress Maisie Williams as their first-ever global sustainability ambassador. Williams is known for the role as Arya Stark in Game of Thrones, but also for activism, using her platform to raise awareness about issues relating to female empowerment, diversity, and the environment.
Williams’ primary job with H&M will be to help lead an initiative that seeks to create a more sustainable fashion future. Specifically, Williams is tasked with encouraging the reuse, remaking, and recycling of worn out garments in order to create a closed loop.
“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. “It’s time to take action and create more viable production circuits in fashion to protect our planet for the next generation”
To kick off her new role, the retailer created H&M Looop Island in Nintendo’s Animal Crossing: New Horizons. Name after H&M’s garment recycling machine Looop, the island has a sustainable theme, providing players with an opportunity to explore and recycle their game outfits into new ones through a virtual clothing recycling station. Players will also be able to share their thoughts about circular fashion via a notice board and learn about how to recycle their IRL clothing.
