Sustainability News

H&M and Maisie Williams Partner on Animal Crossing to Promote Sustainability

Players can visit Looop Island to learn about how they can make a difference

Maisie Williams and Pascal Brun, H&Ms global sustainability manager, will make an appearance on Looop Island to talk sustainability on April 13. — Maisie Williams and Pascal Brun, H&M's global sustainability manager, will make an appearance on Looop Island to talk sustainability on April 13.H&M

By Tiffany Moustakas

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H&M is taking its sustainability efforts to the virtual world with the help of Animal Crossing and Maisie Williams.

The retailer has signed up Williams, best known for playing Arya Stark on HBO’s Game of Thrones, as global sustainability ambassador. It will work with her to promote its pledge of only using recycled or sustainably-sourced clothing materials by 2030.

As a result, starting April 13, H&M is unveiling Looop Island, a virtual space dedicated to sustainability on Animal

Tiffany Moustakas

Tiffany Moustakas is Adweek's news and engagement editor, where she edits stories, newsletters, assists with social media and writes about the intersection of marketing and culture.

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