Maisie Williams Joins H&M as ‘Sustainability Ambassador,’ But Both Face Greenwashing Claims
(Avatar Maisie; Credit: H&M)
H&M’s drive to encourage the “reuse, remaking and recycling of unwanted garments” in the fashion world now features actress Maisie Williams, well-known for her role in Game of Thrones, as the company’s “global sustainability ambassador.” The company, striving toward a goal of only using recycled or other sustainably sourced materials by 2030, says Williams will help drive change in fashion.
But with this new campaign, H&M has come under fire from sustainability activists and social media campaigners for greenwashing, with the message being that the company should work to more directly reduce its impact on the environment and stop contributing to climate change, writes the Independent. As one Twitter user wrote, “We don’t need paid celebrity ‘sustainability ambassadors,’ we need sustainability experts who actually know what they are talking about. There is a reason said experts are constantly calling H&M out as one of the worst offenders.”