Maisie Williams Partners With H&M For Animal Crossing Sustainability Campaign

Maisie Williams and H&M are bringing sustainable fashion to Animal Crossing: New Horizons with Loop Island and the game's first ever recycling station.


Starting on April 13, clothing retailer H&M and Game of Thrones star Maisie Williams are welcoming visitors to Looop Island, their own slice of virtual paradise where players can learn how to lessen their fashion footprint. On the island is both an H&M-inspired storefront, as well as the game’s first ever recycling station, the Looop Machine. Modeled after the retailer’s real-life device that debuted last October, the Loop Machine is meant to encourage “the reuse, remaking, and recycling of unwanted garments in a united effort to close the loop in fashion,” starting with your digital digs.

In addition to the island’s reveal, some players will get the chance to meet both Willaims and H&M global sustainability manager Pascal Brun on April 13, when the pair will host players and encourage them to share their thoughts about fast-fashion on the Looop Island notice board. However, this campaign is not merely a digital one. Looop Island is just the first step in raising awareness of environmental issues and the dangers of fast-fashion, particularly for younger generations.

Image provided by H&M
Image provided by H&M

“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,” Williams said. “It’s time to take action and create more viable production circuits in fashion to protect our planet for the next generation.”

Animal Crossing: New Horizons is no stranger to campaigns such as H&M's. Since its release last year, Animal Crossing: New Horizons has offered both brands and politicians a unique opportunity to promote their messages and connect with new audiences. So far we’ve seen Marc Jacobs and Valentino inspired pop-ups, as well as an entire island dedicated to promoting President Biden’s campaign--and those are merely a couple of examples.

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