With the help of digital Maisie Williams, H&M has launched a clothing recycling island in ACNH
For the fashion retailer, the Game of Thrones actress will appear in a number of sustainability-themed campaigns.
To promote the brand's recently launched garment recycling machine Looop, H&M has enlisted Game of Thrones actress Maisie Williams to make her video game debut in the smash hit Animal Crossing: New Horizons. The island will be themed around sustainability and will feature a sustainability-themed island designed to promote the brand.
Three-dimensional animators at Goodbye Kansas Studio have created Avatar Maisie, a digital twin of Williams who will appear in a launch film for the project. Using New Land as a backdrop, Joanna Nordahl directed the film.
On a number of initiatives throughout the year, the clothing brand will collaborate with Williams and her avatar in order to spur innovation and change in fashion, both in the virtual and the real world.
H&M Looop Island will be the location where players will be able to meet Williams and Pascal Brun, H&M's global sustainability manager, on April 13 in the Nintendo Switch game. In addition to learning more about recycling, interacting with H&M and sharing their thoughts on circular fashion through the H&M Looop Island notice board, players visiting the island can leave a message on the island's notice board.
It is possible to recycle old clothes into new ones using the Looop garment recycling machine. Players can recycle their game outfits into new ones by visiting the Looop machine while exploring the island. (Animal Crossing the price of women's clothing is higher)
He added: "Being a part of this initiative, in collaboration with Maisie Williams, is something we at H&M are very excited about." The initiative's goal is to drive change within the fashion industry by encouraging our customers and fans to reuse, remake, and recycle unwanted garments. A new vision for the future of fashion is required; we want to be a part of the solution to this problem.
Developed in-house by the H&M Agency, the Avatar and computer-generated imagery (CGI) were created in collaboration with the Goodbye Kansas Studios.
Despite the fact that it was released just days before the first UK lockdown, Animal Crossing: New Horizons managed to sell 31 million copies by the end of December, making it one of the best-selling video games in history.
Aside from the Unilever-owned Hellmann's brand, other brands have also created themed islands in the game.
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