Following the successful launch of H&M Looop Island on popular Nintendo game Animal Crossing: New Horizons, H&M is launching a virtual fashion collection – and the focus is on its vegan credentials.
Comprising selected pieces of womenswear and menswear from the forthcoming Innovation ‘Co-Exist Story’ – an animal-friendly fashion collection that is entirely PETA-approved – the virtual fashion pieces will launch alongside an in-game update to Looop Island, transforming it into a vegan-friendly destination for gamers.
11 pieces from the collection have been recreated in virtual form and were showcased in an in-game fashion show on 2 November. The virtual pieces will be presented at H&M’s showroom on Looop Island – accessible via a Dream code – where the catwalk show also took place. Gamers will be able to download the virtual clothing designs at the Able Sisters Shop.
The remodelled Looop Island will reflect the vegan values of the ‘Co-Exist Story’ collection, reconfigured as an animal sanctuary within Animal Crossing, with a ban on fishing and hunting, a new wildflower meadow, as well as vegan food on offer at the island restaurant.
“At H&M, we are always pioneering new ways to engage our customers and fans with our ambitious sustainability initiatives,” commented Pascal Brun, global sustainability manager at H&M. “Hosting our first fashion show in Animal Crossing to showcase our vegan ‘Co-Exist Story’ collection is the logical next step to our Looop Island concept, which was conceived to encourage our customers to reuse, remake and recycle unwanted garments.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
