Actor and filmmaker Maisie Williams who shot fame with the Game of Thrones ensemble is presently one of Hollywood’s most versatile talents. Williams in 2020, has collaborated with partner Reuben Selby on his ready-to-wear debut line and played punk legend Pamela “Jordan” Rooke in Danny Boyle’s forthcoming Sex Pistols series. Her latest project is even more interesting.
Williams who is H&M’s new Global Sustainability Ambassador integrates with the brand and takes up new initiatives that aim to create a sustainable fashion future. The annual partnership will be seen both in real and virtual mediums to reach a wide group audience and encourage them to recycle and reuse their clothes instead of discarding them.
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Although celebrity and brand collaboration is now a common ground, what makes this collaboration unique for the actor is that she is lending her name and fame to something that could initiate change in the world and work towards a more circular fashion loop. She was fascinated by H&M’s commitment to ensure that all the fabrics they incorporate in the making of their clothing are sustainably sourced or recycled textiles by 2030.
To serve the purpose, Williams has created a digital avatar that will debut in the partnership’s launch video and appear at multiple VR events throughout the year. The avatar is created by animators at Goodby Kansas Studio, who brought a digital Keanu Reeves into the Cyberpunk 2077 game and turned back the clock in Paris for Wes Anderson’s upcoming film The French Dispatch.
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H&M’s newly launched Looop Island in Animal Crossing, Nintendo’s game is the first stop for William’s avatar. The platform has partnered with luxury labels like Valentino and Marc Jacobs and recreated their looks in the Nintendo Switch game. For H&M it marks something much distinctive where users can recycle their game outfits into new ones or ups-cycle them using an online version of Looop, H&M’s in-store garment-to-garment recycling system.
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To Williams, virtual fashion is such an exciting new concept since she is an avid gamer and looking at the circumstances in the world, she believes everyone has accessed the internet and gaming platform for escapism. This serves as a win-win situation.
Williams also decided to experience the fun of Looop in real life by creating a purple scarf out of recycled material and wearing it throughout her promotional appearances for H&M. Through her initiative, Williams is keen to impart lessons and knowledge to people by allowing them to play virtually and bring thoughts into the real world.
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