The future is now: H&M marries high fashion and the metaverse for new collection
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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.
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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.
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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.
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“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.”
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The interactive digital space will be available starting Dec. 1, 2022 via HM.com