Maisie Williams tapped to promote sustainability at H&M

·1-min read

Maisie Williams is joining forces with H&M to help change the future of fashion.

Executives at the Swedish clothing chain announced on Monday that the Game of Thrones actress has signed on to serve as a global sustainability ambassador.

Over the course of 2021, Maisie will appear in campaigns and encourage the reuse, remaking, and recycling of unwanted garments.

"I am excited to finally share the news of my partnership with H&M as Global Sustainability Ambassador and cannot wait for you all to see what we have been working on. In this role, I will be working closely with experts within H&M to drive sustainability initiatives and shape the path towards an accessible and circular fashion future," she said. "The long-term goal is to use 100 per cent recycled or other sustainably sourced materials for textiles across the full H&M Group brands by 2030. It's time to take action and create more viable production circuits in fashion to protect our planet for the next generation."

And while Maisie is set to front some of the marketing imagery, the team at H&M is also gearing up to introduce her "digital twin". A lifelike avatar of the star has been carefully created by 3D animators at Goodbye Kansas Studio and will debut in an upcoming launch film.

"Being part of this initiative together with Maisie Williams to drive for change within the fashion industry by encouraging our customers and fans to reuse, remake and recycle unwanted garments, is something we at H&M are very ambitious about," added Pascal Brun, global sustainability manager at H&M. "The future of fashion needs to look different, and we want to be a part of this solution."