new york, December 15, 2022 /PRNewswire/ – H&M is proud to present the latest drop in its Innovation Stories initiative, an eye-catching collection that explores the art of high fashion and the fantasy of virtual clothing. The H&M Innovation Metaverse Design Story collection is available at H&M Williamsburg. December 16 and launching H&M Times Square and HM.com December 22.
The ready-to-wear collection is inspired by the immersive potential of the Metaverse as well as the tangible beauty of the physical world. Self-expression and exploration of sustainability will be presented in three formats, sustainable materials, rental services in selected countries and a digital collection.
“The rise of virtual fashion creates future opportunities for H&M, allowing us to create vibrant, bold and daring virtual partners for our physical collections. In addition to the endless creative possibilities, it allows us to offer a more sustainable and inclusive vision of fashion that can be accessed by anyone, anywhere in the world.” he said. Anne-Sofie Johanssoncreative consultant at H&M.
Ready to wear collection
Key pieces from the physical collection combine eye-catching silhouettes with intricate embroidery and an internet-breaking color palette. For women, a corset-waisted, neon-yellow dress with a dramatic tulle skirt dominates the spotlight. An oversized black beaded bomber jacket for men can pull off casual dressing. In accessories, women’s wraps grace thigh-high metallic sandals, while futuristic jewelry for men and women hints at pixelated liquid metal. More-More styling brought to life by Ibrahim KamaraH&M creative consultant for this project.
Roundness is a key focus of the collection. In partnership with H&M’s clothing-collection program in stores, they feature several pieces made entirely of recycled polyester fibers from old clothing and textile waste. The one-piece dress in the collection is made using a zero-waste pattern cutting process. Creative materials including REPREVE® Our ocean™Recycled polyester made from ocean-bound plastic bottles, includes a faux fur coat and jacket. After years of development, they adorn two dresses, a pair of shoes and a blazer and skirt combination made from 100% recycled plastic-bottle waste.
Five augmented reality filters available through the H&M app complete the innovation Metaverse design story line. Designed in partnership with the Digital Fashion Institute, the Snapchat-powered AR Fashion Lens enables virtual experimentation, seamlessly bringing together the physical and digital worlds, allowing customers to express themselves IRL and online.
“We at the Digital Fashion Institute are excited to partner with H&M to push the boundaries of fashion as we know it, breaking free from physical constraints to embrace pure creativity. These digital clothes are for every body, beyond the season, beyond gender and reality, and help us think of the planet.“ he said. Leanne Elliot Young and Katitai, co-founders of the Digital Fashion Institute.
The H&M Metaverse experience
Customers interested in learning more about the collection can dive into the immersive experience of Metaverse on hm.com. This interactive virtual space, available first December 15 It celebrates the unique digital garments made for the collection in the US and CA and gives customers a glimpse into a future where digital art expands fashion’s expressive possibilities. H&M also collaborated with AI avatar Kuki to interact with people as a virtual influencer via @kuki_ai on Instagram wearing pieces from the Metaverse collection.
Stories about H&M innovation
H&M Innovation Stories launched in early 2021 and includes a series of themed collections designed to promote more sustainable materials, technologies and production processes. Previous themes have included animal-friendly fashion and alternatives to animal-derived materials, circular design strategies and recycled fabrics, and more sustainable methods of working with dyes. The project coincides with H&M’s fashion rental service, which was established in 2019. Stockholm A flagship store with a selection of clothing styles from past Conscious Exclusive collections. The rental program currently operates in three stores Stockholm, Berlin And Amsterdam.
For collection and campaign images, please click here.
To preview the digital experience, please click here.
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