H&M recently announced their partnership with Game of Thrones star Maisie Williams for the company’s latest campaign, which aims to promote sustainable fashion through the reuse and recycling of clothing “in a united effort to close the loop in fashion.”
H&M took to the paths of Animal Crossing: New Horizons to promote its sustainability initiative. On April 13, 2021, the company opened the gates of H&M Looop Island, a custom-made island in New Horizons designed around the theme of sustainable fashion. As H&M’s Global Sustainability Ambassador, Williams was available to greet players in-game as they explored the island alongside H&M Global Sustainability Manager, Pascal Brun.
“We’ve employed the creative spaces found in Animal Crossing: New Horizons as an exciting way to create a unique showcase of our vision,” said Brun. “The future of fashion needs to look different, and we want to be a part of this solution.”
The island is named after H&M’s new garment recycling machine, Looop, which is designed to turn old clothes into new ones. In New Horizons, players can basically do the same on H&M Looop Island by using the specially made clothing recycling station inspired by its real-life counterpart.
H&M Looop Island is available to visit in Animal Crossing: New Horizons from now until April 20, 2021. Those interested in visiting the eco-friendly island can get a Dodo Code from the Looop Twitter account. Players who visit the island are also encouraged to leave a note on the H&M Looop Island notice board.