H&M is thrilled to announce a partnership with Maisie Williams to lead a worldwide initiative towards a more
sustainable fashion future. In a major effort towards meeting the goal of only using recycled or other
sustainably sourced materials by 2030, Williams will join H&M throughout the year to drive change in fashion
in the virtual world and real life. 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 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”, says Maisie Williams.

Introducing Maisie Williams digital twin
Throughout 2021, H&M and the actor and filmmaker, who’s also an active voice for female empowerment,
environmentalism and diversity, will embark on several initiatives around circularity. An exciting piece of the
partnership is the introduction of Maisie Williams 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 make several appearances throughout the year, engaging with H&M
customers and inspiring action, sometimes together, other times on their own.

The first-ever Animal Crossing: New Horizons clothing recycling station
The first joint action is the launch of H&M Looop Island in Nintendo’s hugely popular game Animal Crossing:
New Horizons on 13 April. Named after H&M’s recently launched garment recycling machine, which takes old
clothes and recycles them into new ones, H&M Looop Island has been completely designed with a
sustainable theme. Players can explore the island and recycle their game outfits into new ones in the first-ever Animal Crossing: New Horizons clothing recycling station the Looop machine.
“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. The future of fashion needs to look different, and we want to be a part of this
solution” says Pascal Brun, Global Sustainability Manager H&M.

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— herself an avid Animal Crossing
player – at Looop Island, together with Pascal Brun, Global Sustainability Manager at H&M. Players visiting the
island can learn more about recycling, interact with H&M and share their thoughts about circular fashion by
leaving a note on the H&M Looop Island notice board.

For more details, head to hm.com.