Last year, H&M revealed Looop, its in-store garment-to-garment recycling system, and now it is introducing an online version called Looop Island on Animal Crossing: New Horizons. Although the garment recycling system is only available at select locations, the virtual version of Looop gives everyone a chance to experience the sustainable technology.
To explore the world of virtual fashion, H&M is hosting meet and greets with Game of Thrones star Maisie Williams and H&M's Global Sustainability Manager, Pascal Brun. The brand will be hosting a virtual chat on recycling and circular fashion.
With the rise of virtual fashion, people are having their desire for newness and ownership satisfied, all the while keeping their avatars looking fresh in a way that doesn't accumulate more products in the physical world.