Maisie Williams and H&M set up camp on Animal Crossing to promote sustainability

Maisie Williams, who made her name in Game of Thrones and is also an active voice for female empowerment, environmentalism and diversity, has partnered with H&M to lead a worldwide initiative towards a more sustainable fashion future through encouraging reuse, remaking and recycling of unwanted garments– in a united effort to close the loop in fashion.

The first joint action is today’s launch of H&M Looop Isle on Animal Crossing: New Horizons. Named after H&M’s recently launched garment recycling machine, which takes old clothes and recycles them into new ones, H&M Looop Isle has been completely designed with a sustainable theme.

Players are welcome to hang out on Looop Isle and enjoy the atmosphere, take photos in the purple glow of the forest, order a coffee at the living restaurant or take a swim out to the secret beach! But don’t forget to leave a message on the town notice board, preferably with your best sustainability tips!

Also, remember to bring an unwanted item of clothing which you can leave next to the Looop Machine and then head into Able Sisters to download an exclusive H&M design just like Maisie William’s avatar! Avatar Maisie was painstakingly created by 3D animators at Goodbye Kansas Studio and will make several appearances throughout the year, engaging with H&M customers and inspiring action.

Here I am at the Looop Machine with my new exclusive outfit. I brought matching boots, of course!

I got the chance to explore Looop Isle and hang out with Maisie where we spoke about her new role and the importance of recycling clothing. Maisie said has always wanted to be more sustainable with her fashion, but knows that sustainable fashion is typically expensive. Maisie went on to say that she believes what H&M are doing with their in-store Looop machines can make it more accessible and will hopefully really change up the future of fast fashion.

Like the rest of us, Maisie started playing Animal Crossing: New Horizons during lockdown and is loving her island, but is excited to make Looop Isle her new holiday home. She even has a swish apartment upstairs at H&M House! Maisie talked with me about the influence she had on the design of the apartment telling me that there are items in there that reflects her real life home and also items she brought from her own island.

Postcards from Looop Isle

Hanging out with Maisie was such a treat and it was great to be shown all her favourite spots for group photos!

On a previous excursion to Looop Isle, I got to explore the island more at dusk, which is a beautiful time to visit as the lights are starting to come and the sun sets.

Book your flight now to Looop Isle, it’s open for 8 hours a day, from Midday to 8pm BST (7am to 3pm ET), from 14^th-20^thApril. The Dodo Code will be available via the Looop Twitter account.

Looop Isle is a collaborative project between award winning production house Liquid Crimson and brand partnership specialists Miai. Together with high-street-fashion-behemoth H&M and actress/Animal Crossing fan Maisie Williams, they have planned, created and brought to life Looop Isle, to support H&M’s real life campaign to change the way we make and buy clothing, with a strong ‘recycling revolution’ vibe!

About The Author

Robin Gray

[He/Him] Robin is the Founder of Gayming Magazine. He’s on a mission to fly the LGBTQ flag proudly over the video games world and drive forward authentic representation in the industry, in the press and in the games we love.

See author's posts