H&M debuts vegan virtual collection in Animal Crossing

Swedish fashion brand H&M has released an entirely vegan collection that exists virtually via Animal Crossing, Nintendo’s popular social simulation video game.

The digital collection comes after the successful launch of H&M Looop Island, which saw the retailer promote its new garment recycling initiative Looop, with the creation a virtual island dedicated to sustainability on hit video game Animal Crossing: New Horizons.  Players visiting this island can take their in-game outfits to the Looop Machine where they will be recycled into new clothes.

The new collection includes both womenswear and menswear from the upcoming Co-Exist Story, a fashion collection that is animal-friendly and approved by animal rights organisation PETA. The digital collection made its debut on November 2 as the first virtual fashion show in Animal Crossing, along with an update to Looop Island, which saw the island become completely vegan-friendly.

H&M’s Global Sustainability Manager Pascal Brun, who attended the show explained: “At H&M, we are always pioneering new ways to engage our customers and fans with our ambitious sustainability initiatives. Hosting our first fashion show in Animal Crossing is the logical next step to our Looop Island concept, which was conceived to encourage our customers to reuse, remake and recycle unwanted garments.”

Eleven pieces from the Co-Exist Story line were recreated virtually and modelled by popular female gamer BrookeAB and other gaming influencers. The virtual pieces can be downloaded by gamers for their characters to wear at the Able Sisters Shop. The collection includes an oversized puffer jacket, a leather-look sleeveless blazer, a slogan sweatshirt, an orange cut-out mini dress and a neon green furry scarf.

The updated Looop Island upholds the vegan values that the Co-Exist Story project maintains, re-designing it into an animal sanctuary inside the Animal Crossing realm. While hunting and fishing on this island are banned, there is plenty of vegan food available at the island’s restaurant, as well as a new wildflower meadow to enjoy.

Image courtesy of H&M
Image courtesy of H&M

Game of Thrones star Maisie Williams will continue to work with the brand throughout the year to encourage recycling, being sustainable and bringing about change in fashion, both digitally and in the real world.

Speaking on the campaign, Pascal Brun said: “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. The future of fashion needs to look different, and we want to be a part of this solution.”

Animal Crossing: New Horizons first released in March last year and by December had sold over 31 million copies, making it one of the best-selling games of all time.

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