She’ll lead “a worldwide initiative towards a more sustainable fashion future”It’s part of the company’s target of meeting the goal of “only using recycled or other sustainably sourced materials by 2030”, with Williams set to join the brand “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”.

“It’s time to take action and create more viable production circuits in fashion to protect our planet for the next generation,” Williams added.The link-up will include a number of initiatives around circularity. Particularly interesting will be the introduction of her digital twin — Avatar Maisie. The company said the “lifelike avatar was painstakingly created by 3D animators at Goodbye Kansas Studio and will make her debut in a launch film. Avatar Maisie and real-life Maisie will make several appearances throughout the year, engaging with H&M customers and inspiring action, sometimes together, other times on their own”.The first piece of work from the new deal is the launch of H&M Looop Island in Nintendo’s game Animal Crossing: New Horizons on 13 April. Named after the retailer’s recently launched garment recycling machine, which takes old clothes and recycles them into new ones, H&M Looop Island “has been completely designed with a sustainable theme”. Players will be able to explore the island and recycle their game outfits into new ones. Williams is an “avid Animal Crossing player”, we’re told and players will be able to ‘meet’ her and Pascal Brun, Global Sustainability Manager at H&M on Tuesday. Players visiting the island “can learn more about recycling, interact with H&M and share their thoughts about circular fashion by leaving a note on the H&M Looop Island notice board”.