H&M is proud to present its latest innovative Metaverse Design Story collection featuring Irina Shayk, Kim Petras, Lucien Laviscount, Shay Mitchell Manu Rios, Pom Klementieff, Eli Brown, Joy Crooks, Leomie Anderson and Alva at the Fashion Awards 2022 in London Claire shines brightly on the red carpet at the iconic Royal Albert Hall on December 5th.
Such multifaceted, visionary talents from the worlds of fashion, film, music and art perfectly sum up the comprehensive and innovative appeal of H&M’s latest sustainable collection. Inspired by the blurring of the lines between our online and offline lives, Innovation Metaverse Design Story combines high fashion craftsmanship with the fantasy of virtual closets. Led by the Innovation Stories platform, an initiative consisting of a series of themed collections dedicated to promoting more sustainable materials, technologies and manufacturing processes, the collection aims to empower consumers to express themselves glamorously both in real life and online .
The Star Table at Awards Night was moderated by Anne-Sophie Johansson, Creative Advisor at H&M, and Ella Soccorsi, Designer of the H&M Range, who oversee the Innovation Stories platform. After a series of fittings in London, each guest chose a look from the collection that they felt best reflected their personality.
“I love dressing up for the red carpet and I’m enjoying exploring a more flamboyant sense of style at the moment. It feels really exciting to be able to wear a beautifully constructed H&M evening dress embellished with sequins, and I love that it’s made from recycled plastic bottle waste!” says model Irina Shayk.
“This dress is super fun. It blends the surreal nature of the metaverse with the functionality of the real world,” says actor Shay Mitchell.
“It’s so exciting to be able to spotlight H&M’s most innovative collection at the fashion industry’s biggest awards event of the year. Exploring the virtual dimension of fashion with this future-facing collection has been so rewarding, and it’s wonderful to see it being brought to life by so many extraordinary personalities,” says Ann-Sofie Johansson, Creative Advisor at H&M.
“This collection is both visually explosive and future-facing, inspired by the endless opportunities for self-expression that the metaverse and virtual reality can afford all of us. It’s wonderful to be able to showcase these progressive ideas on a global stage among the brightest minds in the fashion industry,” says Ella Soccorsi, Assortment Designer at H&M.
The awards offered a first look at striking silhouettes, embellished with intricate embroidery and presented in a groundbreaking color palette, which will be available for purchase when the Innovation Metaverse Design Story goes on sale in select stores and on the hm website. .com since December 8th.
These looks included:
Irina Shayk in a shimmery sequined maroon dress made from 100% recycled PET bottles (and without any metal coating, making them easy to recycle). Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Kim Petras wears a black dress with cutouts and layers made from 100% recycled polyester ribbons: an unusual design and a provocative statement with a Y2K twist. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Lucien Laviscount wears a monofilament top made from recycled polyester, made from textiles that might otherwise end up as waste. Combine the top with trousers with tie detailing made from 100% recycled polyester. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Shay Mitchell wears a neon yellow maxi dress with an intricate underwired corset at the waist that cascades into a ruffled tulle skirt and mesh bra made from 87% recycled polyester, 13% elastane. The dress is made from a monofilament of recycled polyester, obtained from textiles that could otherwise end up as waste. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Manu Rios wears an emerald green blazer made from recycled monofilament polyester, a black H&M Essentials shirt and trousers from H&M’s previous Conscious Exclusive collection. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Pom Klementieff in a two-tone mint and apple green tulle mini dress made from recycled polyester, sourced from textiles that might otherwise end up as waste. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Eli Brown wears a specially made for the Fashion Awards oversized bomber jacket with recycled acrylic beads, black turtleneck and trousers from the H&M Essentials collection. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
Joy Crooks wears a brown bodysuit made from 87% recycled polyester and 13% elastane mesh, with a blazer and trousers made from a blend of 33% organic silk and 67% sustainably sourced Naia™Renew cellulose yarn. Pulp, plastic waste, carpet fibers and other difficult-to-recycle materials. The look is paired with chocolate brown sock heeled platform boots made from a recycled polyester/spandex blend with brown clear polycarbonate heels.
Leomie Anderson in a purple mini dress: Inspired by the blossom of a flower, this dress’s generous ruffles hold their shape with hooped edges. The outer fabric used is 100% recycled polyester made from sewing and textile waste collected in collaboration with the H&M clothing collection programme. Team the look with metallic sandals with 100% recycled polyester straps embellished with recycled acrylic beads.
Alva Claire in a floor length evening dress with a tulle hem throughout and a bold open back. This statement dress is made from recycled polyester monofilament. Shoes and accessories not included in the Innovation Metaverse Design Story collection.
H&M creative consultant Anne-Sophie Johansson, H&M range designer Ella Soccorsi and H&M PR director Kattis Barke wore H&M.