The brand goes ‘phygital’ for latest Innovation Story
Dressing up in real life and online gets more playful as H&M marries physical and digital fashion for their latest design Innovation Story.
Starting Dec. 8, everyone can experience H&M’s Innovation Metaverse Design Story collection which features a ready-to-wear collection in three dimensions: men’s and womenswear pieces and accessories that focuses on circularity; pieces available as part of a rental program in selected locations worldwide; and digital collection designed by the brand together with the Institute of Digital Fashion.
“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,” says Ann-Sofie Johansson, creative advisor at H&M. “In addition to the endless creative possibilities, it also allows us to propose a more sustainable and inclusive fashion vision that can be accessed by anyone, anywhere in the world.”
The ready-to-wear collection features eye-catching silhouettes with striking colors including lime yellow and purple. The capsule also features intricate detailing in both men’s and women’s lines like embroidery, sequins, and use of tulle.
For accessories, the illusion of liquid metal played a huge part in the collection taking the form of cuffs for the ears, neck, and arms.
With circularity in mind, part of this drop also includes pieces made of old garments and textile waste collected from the brand’s garment-collection program. Recycled polyester is turned into fur coats and jackets while recycled plastic bottle waste were made into sequins adorning blazers, leggings, and a few pieces of dresses.
As for the digital collection, the line-up will feature five augmented reality filters via the H&M app. The magical pieces designed in partnership with the Institute of Digital Fashion and powered by the lens of Snapchat will be available for try-on allowing customers to express their style both in real life and in social media.
“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 of physical restraints to embrace pure creativity,” says Leanne Elliott Young and Cattytay, co-founders of the Institute of Digital Fashion. “These digital garments are for every body, extending beyond seasons, beyond gender and beyond realities, and helping us to consider the planet.”
The interactive digital space will be available starting Dec. 1, 2022 via HM.com