Actress and filmmaker, Maisie Williams who became famous with the series Game Of Thrones, has emerged as one of Hollywood’s most versatile talents since then.
The actress revealed on Instagram this week that she had begun a partnership with H&M as Global Sustainability Ambassador. This will be a series of initiatives that will be dedicated to the creation of a future sustainable fashion industry.
This partnership and its campaign “Looop it”, established to last through 2021, have been decided to occur both in real life and online. This decision has been made in order to reach as many people as possible and to push them to the idea of recycling, reusing, and remaking clothes instead of tossing them in the trash.
Williams will work closely with H&M towards their goal of using only recycled or other sustainability sourced materials by 2030. The idea of this partnership is to begin a transition towards a more circular fashion model.
In her Instagram statement, Williams shared “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 future. The long-term goal is to use 100 percent recycled or other sustainability sourced material for textiles across the full H&M Group brands by 2030“.
Partnerships between fashion brands and celebrities are common nowadays, but Williams always wanted to lend her name to something that was linked to changing the industry. She was immediately intrigued by H&M’s pledge to ensure a more sustainable fashion consumption by 2030.
“After I was able to sit down with some of the team at H&M and hear more about their concrete goals and what they’re planning to do, I realized it wasn’t this pipe dream. It’s something real that they’re dedicated to implementing“, Williams revealed in a phone interview with Vogue.
The partnership has already launched its first of several initiatives, it is called H&M Looop Island. This Island is present on the Animal Crossing Nintendo Game and is supposed to motivate players to recycle but also to learn more about circularity.
Furthermore, Maisie Williams will have her own digital twin Avatar Maisie. The avatar was created by 3D animators to make different appearances throughout the year – the real one will too – to be present around the customers but also to inspire action.
Check out some of our favouritet Maisie Williams’ fashion look here:
#Peace.Love.HMxMaisieWilliams
