H&M joins forces with Maisie Williams as Global Sustainability Ambassador

Loooped into life with one mission: to change the future of fashion

We’re thrilled to announce a partnership with Maisie Williams to lead a worldwide initiative towards a more sustainable fashion future. She will join us throughout the year to drive change in fashion — both in the virtual world and real life! Encouraging reusing, remaking and recycling unwanted garments in a united effort to close the loop in fashion.

If you’re familiar with Maisie already, you’ll know she is a symbol for her generation and a vital voice within female empowerment, sustainability and diversity. She’s someone that truly embodies H&M’s core values and we wanted a strong voice to help us inspire and educate our customers to cut the total amount of clothes that go to waste. So, throughout the year, Maisie Williams will be part of several H&M projects and campaigns with circularity and innovation in focus, and we’ll collect her input and thoughts on how to further improve and innovate our sustainability work. 

Introducing Maisie Williams’ digital twin

What’s better than one Maisie? Two! An exciting piece of the partnership is the introduction of her digital twin — Avatar Maisie. The lifelike avatar was painstakingly created by 3D animators at Goodbye Kansas Studio and will make her debut in a launch film. Avatar Maisie and real-life Maisie will appear several times throughout the year, engaging with H&M customers and inspiring action. "

Maisie Williams and H&M  to meet with the gaming community

On 13 April, gamers from all over the world will be able to meet Maisie Williams as an avid Animal Crossing player — together with Pascal Brun, H&M’s Sustainability Manager, on H&M Looop Island. When you visit the island you can learn more about recycling, interact with H&M and share your thoughts about circular fashion by leaving a note on the Town Hall message board.

"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.

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