HIGH FASHION MEETS VIRTUAL FANTASY IN H&M’S LATEST STORY OF INNOVATION

NEW YORK, December 15, 2022 /PRNewswire/ — H&M is proud to present the latest in its Innovation Stories initiative, an exciting collection that explores high fashion craftsmanship and virtual wardrobe fantasies. The H&M Innovation Metaverse Design Story Collection will be available at H&M Williamsburg in December 16th and H&M Times Square and HM.com beginning December 22.

The ready-to-wear collection is inspired by the immersive potential of the Metaverse, as well as the tactile beauty of the physical world. Self-expression and exploration of sustainability are presented in three formats, with sustainable materials, country-specific rental services, and digital collections.

“The increasing dimensions of virtual fashion create exciting future opportunities for H&M, enabling us to create passionate, daring and daring virtual partners to our physical collections. As well as limitless creative possibilities, it also allows us to propose a more sustainable and inclusive fashion vision that is accessible to anyone, anywhere in the world,” said Ann-Sofie Johanssoncreative advisor at H&M.

Ready-made collection

The main pieces from the physical collection mix eye-catching silhouettes with intricate embroidery and internet-blowing color palettes. For the ladies, a neon yellow corset-waisted gown with a dramatic tulle skirt dominated the spotlight. For men, an oversized black beaded bomber jacket offsets casual stitching. In accessories, women’s metallic sandals loop all the way to the thighs, while futuristic jewelery for men and women takes cues from liquid metal that looks as if it has been pixelated. Style more-more has been turned on by Ibrahim KamaraH&M creative advisor for this project.

Innovation

Circulars are the main focus for collections. Some sections feature recycled polyester fibers made entirely from used clothing and textile waste collected in partnership with H&M’s clothing collection program in stores. One form-fitting dress in this collection was created using a zero-waste pattern cutting process. Innovative materials including REPREVE ^{Our Ocean, recycled polyester made from sea bonded plastic bottles, consists of faux fur coats and jackets. After years of development, 100% recycled sequins made from waste plastic bottles adorned two of the dresses, a pair of leggings, and a blazer and skirt combination.}

Digital Collections

Five augmented reality filters, accessible via the H&M app, complete the Innovation Metaverse Design Story lineup. Designed in partnership with the Institute of Digital Fashion, Snapchat-powered AR fashion lenses enable virtual trial-and-error, seamlessly bring together the physical and digital worlds, and empower customers to express themselves both IRL and online.

“We at the Institute of Digital Fashion are excited to partner with H&M on a digital collection that pushes the boundaries of fashion as we know it, breaking free from physical boundaries to embrace pure creativity. This digital clothing is for every body, beyond season, beyond gender, and beyond reality, and helps us consider the planet,” said Young Leanne Elliott and Cattytay, co-founder of the Institute of Digital Fashion.

The H&M Metaverse experience

Customers wishing to learn more about the collection will be able to dive into the immersive Metaverse experience at hm.com. This interactive virtual space, available from December 15th in the US and CA, celebrating the unique digital apparel created for the collection, and giving customers a glimpse into the future, where digital art expands the expressive possibilities of fashion. Additionally, H&M has partnered with AI Avatar, Kuki, who will connect with people as a virtual influencer via @kuki_ai on Instagram wearing the Metaverse collection.

About the H&M Innovation Story

The H&M Innovation Story launched in early 2021 and comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. Past themes have included animal-friendly fashion and alternatives to animal-derived materials, circular and fabric design strategies that reuse waste, and more sustainable methods of working with color. This project is in line with the clothing rental service H&M, which was established in 2019 at his company Stockholm a flagship store with a selection of event wear styles from previous Conscious Exclusive collections. The rental program is currently operating in three stores in Stockholm, Berlin and Amsterdam.

For collections and campaign images, please click here.
To preview the digital experience, please click here.

Contact information: [email protected]

H&M SOURCE