H&M is teaming up with Maisie Williams on Animal Crossing to encourage young consumers to recycle. 

H&M is teaming up with Maisie Williams on Animal Crossing to encourage young consumers to recycle. As fashion brands become more serious about sustainability, H&M is the latest one to get in on the trend—and they’re doing it digitally. This week, the brand unveiled Looop Island on the popular video game. Players can explore and recycle their game outfits for new ones using the brand’s Looop Machine, which is the game’s first “recycling station.” The name of the island is inspired by the retailer’s real-life recycling machine, which has the goal of closing “the loop in fashion” by finding a purpose for unused clothes. As part of their collaboration with the Game of Thrones actress, they will be introducing a 3D, lifelike “Avatar Maisie” who will make several appearances throughout the year to interact with customers on how they can take action. (Adweek, Vogue)