April 20: Announcing partnership with the actor and filmmaker Maisie Williams, H&M aims to lead the worldwide initiative towards future of the sustainable fashion. Williams took the major step to meet his goal using only recycled or other sustainability sourced materials by 2030. The filmmaker will join H&M throughout the year to change fashion in the virtual world and in real life as well.

Maisie Williams said, “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. 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.”

Pascal Brun, Global Sustainability Manager H&M quoted, “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.”

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