H&M, one of the biggest fashion brands nowadays, made a collaboration with Animal Crossing, one of Nintendo’s most popular video games. This collaboration is all about sustainability and veganism. What a surprise, right?
As many brands nowadays, H&M is diving deeper into virtual and sustainable fashion. After the successful launch of H&M Looop Island, – The Looop name references H&M’s garment recycling machine, which is designed to convert old clothes into new ones. In Nintendo’s Animal Crossing: New Horizons, the game will launch with a virtual fashion collection.
Pascal Brun, the retailer’s Global Sustainability Manager, said in a statement that H&M is “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”. The new “animal-friendly” collection – that is entirely PETA-approved – is entitled “Co-Exist Story”. Eleven pieces of the “co-exist story” collection were re-created virtually so the gamers could download these virtual clothing designs at the Able Sisters Shop.
Speaking of Looops island, where fishing and hunting are banned, it is a real paradise for Veganism and could be seen as an ‘animal sanctuary’. This new collection supports these facts and shows, even more, the vegan values H&M takes part of.
To conclude, after the initial launch of Looop Island that played up the company’s sustainability efforts virtually, H&M knows how to be cutting-edge and decided to go even further and create a new virtual collection that makes all the vegan-friendly people on its side feeling happy and valued.