H&M has made a virtual all-vegan collection and fashion debut through Nintendo’s Animal Crossing, following the successful launch of H&M Loop Island.
The new collection consists of the upcoming innovation “Co-Exist Story” an animal-friendly fashion collection of women’s clothing and men’s clothing.
The virtual fashion piece will launch alongside an in-game update on Loop Island, transforming it into a vegetarian-friendly destination for gamers.
H&M’s first virtual fashion show at Animal Crossing will also be held to unveil virtual styles, where H & M’s Global Sustainability Manager Pascal Brun and other gaming influencers, as well as female gamer BrookeAB, will be modeling.
The virtual collection and re-designed vegan island launched on Animal Crossing on November 2.
Eleven pieces from the ‘Co-Exist Story’ collection have been recreated in virtual form, that will be showcased in the in-game fashion show.
The pieces include a one-size-up puffer jacket, a neon-green furry chain-link scarf, an orange mini dress with cut-out details, a leather-look sleeveless blazer, and a slogan sweatshirt.
The virtual pieces will be presented at H&M’s showroom on Loop Island, accessible via a Dream code, where the catwalk show will also take place. Gamers will be able to download the virtual clothing designs at the Able Sisters Shop.
Actually, the remodeled Loop Island will reflect the vegan values of the ‘Co-Exist Story’ collection, remake 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.
While all the villagers in Animal Crossing are animals, Loop Island will be exclusively inhabited by animals that were not harmed in the making of the ‘Co-Exist Story’ collection, such as geese, ducks, and cows, mirroring the vegan principles of the project.
Pascal Brun, global sustainability manager at H&M, said, “At H&M, we are always pioneering new ways to engage our customers and fans with our ambitious sustainability initiatives.”
Hosting their first fashion show in Animal Crossing to showcase their vegan ‘Co-Exist Story’ collection is the logical next step to their Loop Island concept, which was conceived to encourage their customers to reuse, remake and recycle unwanted garments.