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

Press release


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

H&M is proud to present the latest drop in its Innovation Stories initiative, an
all-eyes-on-me collection that explores the blurring boundaries between our
online and offline lives, and blends the craftsmanship of high fashion with the
fantasy of virtual wardrobes. The H&M Innovation Metaverse Design Story
collection will be on sale in selected stores and online at hm.com from
8 December.

17 Nov, 2022 09:00 CET

  “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 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,”

Ann-Sofie Johansson, creative advisor at H&M. 

Taking inspiration from the immersive potential of the Metaverse as well as the
tactile beauty of the physical world, the ready-to-wear collection invites
self-expression and explores sustainability in three dimensions. The first
comprises the stand-out womenswear and menswear looks and a series of
accessories designed with circularity in mind. The second sees multiple pieces
available as part of a rental programme in selected H&M stores. Then there is
the third dimension, the digital collection, co-designed and crafted by H&M and
the Institute of Digital Fashion, the London-based digital atelier and
thinktank.  

The ready-to-wear collection 
Key pieces from the physical collection blend eye-catching silhouettes with
intricate embroidery and an internet-breaking colour palette. For women, a
corset-waisted, neon-yellow dress with a dramatic tulle skirt dominates the
spotlight. For men, an oversized black beaded bomber jacket offsets relaxed
tailoring. In accessories, women’s wrap-around metallic sandals spiral to the
thigh, while futuristic jewellery for men and women takes its cues from liquid
metal that looks as though it’s been plumped by pixels. The more-is-more styling
has been brought to life by Ibrahim Kamara, creative advisor to H&M for this
project.     

The innovations
Circularity is a key focus for the collection. Several pieces feature recycled
polyester fibres made entirely out of old garments and textile waste collected
in partnership with H&M’s garment-collection programme in stores. One
form-fitting dress in the collection has been made using a zero-waste pattern
cutting process. Innovative materials including REPREVE® Our Ocean™, recycled
polyester made from ocean-bound plastic bottles, comprise 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
blazer-and-skirt combination.   

The digital collection
Five augmented reality filters, accessible via the H&M app, complete the
Innovation Metaverse Design Story line-up. Designed in partnership with the
Institute of Digital Fashion, an AR fashion lens powered by Snap enables virtual
try-on, seamlessly bringing the physical and digital worlds together and
empowering 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 of physical restraints to embrace pure creativity. These digital garments
are for every body, extending beyond seasons, beyond gender and beyond
realities, and helping us to consider the planet,”

Leanne Elliott Young and Cattytay, co-founders of the Institute of Digital
Fashion. 

The H&M Metaverse experience
Customers wanting to learn more about the collection will be able to dive into
an immersive Metaverse experience on hm.com. This interactive virtual space,
available from 1 December, celebrates the unique digital garments that were made
for the collection, and gives customers a glimpse into the future, where digital
art expands the expressive possibilities of fashion.  

About H&M Innovation Stories
H&M Innovation Stories was launched in early 2021 and comprises a series of
themed collections dedicated to promoting more sustainable materials,
technologies and production processes. Previous themes have encompassed
animal-friendly fashion and alternatives to animal-derived materials, circular
design strategies and fabrics that reclaim waste, and more sustainable methods
of working with colour. The project goes hand-in-hand with H&M’s fashion rental
service, established in 2019 in its Stockholm flagship store with a selection of
occasionwear styles from past Conscious Exclusive collections. The rental
programme currently operates in three stores in Stockholm, Berlin and
Amsterdam. 

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