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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 ta
New-York, Tuesday April 13, 2021 – H&M is thrilled to announce a partnership with Maisie Williams to lead a worldwide initiative towards a more sustainable fashion future. In a major effort towards meeting the goal of only using recycled or other sustainably sourced materials by 2030, Williams will join H&M throughout the year to drive change in fashion in the virtual world and real life. Encouraging the reuse, remaking and recycling of unwanted garments in a united effort to close the loop in fashion.
”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 percent recycled or other sustainably sourced materials for textiles across the full H&M Group brands by 203
Game of Thrones ensemble, has emerged as one of Hollywood’s most versatile talents. Post-
Thrones, Williams has collaborated with partner Reuben Selby on his debut ready-to-wear collection (In)visible Barriers, and played punk legend Pamela “Jordan” Rooke in Danny Boyle’s forthcoming Sex Pistols series. The breadth of her creative output makes her latest project all the more enjoyable. As H&M’s new Global Sustainability Ambassador, Williams unites with the mega-brand on a series of initiatives dedicated to creating a sustainable fashion future. The partnership, which will continue throughout 2021, occurs in both real life and online, to reach as many people as possible and encourage them to recycle and reuse their clothes instead of tossing them in the trash.