Maisie Williams has teamed up with the clothing label Weekday in a bid to encourage a circular fashion industry.
The “Game of Thrones” star has joined forces with the brand, which is owned by the H&M Group, to design a double-denim sustainable outfit. But all is not as it seems, for the fabric has been made using fabric from the textile startup Infinited Fiber Company (IFC), made using textile, cardboard and agricultural waste. IFC, which H&M Group has invested in, has the capacity to continuously recycle the materials, time and time again.
“I’m so excited to work with a fashion brand that is taking a conscious step forward,” said Williams in a statement published by H&M Group. “The IFC fabric looks and feels just like any other denim and for Weekday to create the first custom piece of its kind, for me, leaves me flattered.”
“Infinited Fiber Company has a really interesting new recycling technique that has potential to help Weekday in our goal towards 100% recycled or sustainably sourced materials,” added Ulrika Jakobsson, Sustainability and Material Responsible at Weekday. “For us, this material is extra interesting because of its cotton-like appearance and durability.”
“Weekday are the first fashion brand to create a garment with this fabric, which means I’m the first to wear it. Ahhhhhh,” Williams told her 11.8 million followers on Instagram, sharing images of herself modeling the outfit, which features a corset-like top and cut-out details.
In April this year, the H&M Group announced that 57% of the materials it now uses are created using recycled or other sustainably sourced fibers. IB/JB