NY, December 15, 2022 /PRNewswire/ — H&M is proud to present the latest release in its Innovation Stories initiative, an eye-catching collection that explores the craftsmanship of haute couture and the fantasy of virtual wardrobes. The H&M Innovation Metaverse Design Story collection will be available at H&M Williamsburg on December 16 and H&M Times Square and HM.com from December 22th.
HIGH FASHION MEETS VIRTUAL FANTASY IN H&M’S LATEST STORY OF INNOVATION
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 the exploration of sustainability are showcased in three formats, with sustainable materials, rental services in select countries, and a digital collection.
“The increasingly virtual dimension of fashion creates exciting future opportunities for H&M, allowing us to create vibrant, bold and daring virtual counterparts to our physical collections. In addition to the infinite creative possibilities, it also allows us to propose a more sustainable and inclusive vision of fashion that can be accessed by anyone, anywhere in the world,” said Ann Sofie JohanssonH&M creative consultant.
The ready-to-wear collection
Key pieces from the physical collection combine striking silhouettes with intricate embroidery and a color palette that breaks the internet. For women, a neon yellow dress with a corset waist and dramatic tulle skirt dominates the spotlight. For men, an oversized black beaded bomber jacket offsets the relaxed tailoring. In accessories, metallic wraparound sandals for women curl up to the thigh, while futuristic jewelry for men and women draws inspiration from liquid metal that appears to have been filled with pixels. The more is more style has come to life thanks to ibrahim camaraH&M’s creative consultant for this project.
innovations
Circularity is a key focus for the collection. Several pieces feature recycled polyester fibers made entirely from old garments and textile waste collected in partnership with H&M’s in-store garment collection program. One of the bodycon dresses in the collection is made using a zero-waste pattern cutting process. Innovative materials including REPREVE® Our Ocean™, recycled polyester made from plastic bottles in the ocean, make up a faux fur coat and jacket. After years of development, 100% recycled sequins made from plastic bottle waste adorn two dresses, a pair of leggings, and a jacket-skirt combo.
digital collection
Five augmented reality filters, accessible via the H&M app, complete the Innovation Metaverse Design Story line. Designed in partnership with the Digital Fashion Institute, a Snapchat-powered AR fashion lens enables virtual try-on, seamlessly bridging the physical and digital worlds and empowering customers to express themselves both in real life and online.
“We at the Digital Fashion Institute are excited to partner with H&M on a digital collection that pushes the boundaries of fashion as we know it, breaking through physical restrictions to embrace raw creativity. These digital garments are for all bodies, stretching beyond seasons, beyond gender, and beyond realities, and help us consider the planet.,” said leanne elliot young and Cattytay, co-founders of the Digital Fashion Institute.
The H&M Metaverse Experience
Customers who want to learn more about the collection can dive into an immersive Metaverse experience at hm.com. This interactive virtual space, available from December 15 In the US and CA, it celebrates the one-of-a-kind digital garments made for the collection and offers customers a glimpse into the future, where digital art expands the expressive possibilities of fashion. Additionally, H&M partnered with AI Avatar, Kuki, who will connect with people as a virtual influencer through @kuki_ai on Instagram wearing pieces from the Metaverse collection.
About H&M innovation stories
H&M Innovation Stories launched in early 2021 and comprises a series of thematic collections dedicated to promoting more sustainable materials, technologies and production processes. Past themes have spanned animal-friendly fashion and alternatives to animal-derived materials, circular design strategies and fabrics that reclaim waste, and more sustainable methods of working with color. The project aligns with H&M’s fashion rental service, established in 2019 at its Stockholm flagship store with a selection of special occasion styles from previous Conscious Exclusive collections. The rental program currently operates in three stores in Stockholm, Sedan Y Amsterdam.
To see the collection and campaign images, click here.
To preview the digital experience, click here.
Contact information: [email protected]
SOURCE H&M
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