British actress Maisie Williams has been appointed as H&M's Global Sustainability Ambassador, working with the brand to promote 'a more sustainable fashion future', highlighting and encouraging 'the reuse, remaking and recycling of unwanted garments in a united effort to close the loop in fashion'.

The Game of Thrones star commented 'The long term goal is to use 100% recycled or other sustainably sourced materials for textiles across the full H&M Group brands by 2030. It's time to take action and create more viable production circuits in fashion to protect our planet for the next generation'.