H&M has launched a virtual, all-vegan line and fashion show via Nintendo’s video game series Animal Crossing.
The collection comprises selected pieces of womenswear and menswear from the retailer’s forthcoming Innovation ‘Co-Exist Story’, an animal-friendly fashion collection that is entirely PETA-approved.
The virtual fashion pieces have launched alongside an in-game update to Looop Island, transforming it into a “vegan friendly destination for gamers.”
H&M revealed 11 pieces from the line have been recreated in virtual form, to be showcased in the in-game fashion show and can be downloaded at the able sister’s shop.
The key 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.
All the villagers in Animal Crossing are animals, but Looop Island is only 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”.
“At H&M, we are always pioneering new ways to engage our customers and fans with our ambitious sustainability initiatives,” H&M global sustainability manager Pascal Brun said.
“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.”
The news comes as the lifestyle retailer revealed it is experimenting with “new and innovative digital formats in a bid to develop its cultural capital and capture market share from a millennial audience”.