H&M has named actress and filmmaker Maisie Williams as its Global Sustainability Ambassador. Together H&M and Maisie will 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, Maisie 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.

The first joint action is the launch of H&M Looop Island in Nintendo’s hugely popular game Animal Crossing: New Horizons on April 13. 

On the partnership, Maisie said: "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."