H&M is proud to present the latest installment of its Stories of Innovation initiative, a collection that explores the blurring of the lines between our online and offline lives, fusing haute couture craftsmanship with the fantasy of virtual wardrobes. The H&M Innovation Metaverse Design Story collection will be available in selected stores and on hm.com from December 8th.
“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.
Inspired by the exciting potential of the Metaverse and the tactile beauty of the physical world, the ready-to-wear collection invites self-expression and explores sustainability in three dimensions. The first includes standout looks for both men and women, as well as a range of accessories designed around the round shape. The second shows a selection of garments available through the rental program at select H&M stores. Then there’s the third dimension, the digital collection designed and created jointly by H&M and the Digital Fashion Institute, a London-based digital atelier and think tank.
The ready-to-wear collection
Key pieces from the physical collection combine bold silhouettes with intricate embroidery and a color palette set to break the web. For women, a neon yellow dress with a corseted waist and a spectacular tulle skirt dominates the limelight. For men, an oversized beaded black bomber jacket balances the relaxed fit. Metal wrap-around sandals for accessories wrap around the thigh, while futuristic jewelry for men and women is inspired by liquid metal that looks like it’s infused with pixels. The more is more style was brought to life by Ibrahim Kamara, H&M’s creative consultant on the project.
The innovations
Roundness is the main focus of the collection. Several items are made from recycled polyester fibers made entirely from old clothing and textile waste collected from stores as part of H&M’s clothing collection programme. A bodycon dress from the collection was created using a zero-waste cutting process. Innovative materials including REPREVE® Our Ocean™, recycled polyester made from plastic bottles thrown into the ocean, are used to create the faux fur coat and jacket. After years of development, sequins made from 100% recycled plastic bottles grace two dresses, a pair of leggings and a blazer and skirt combo.
The digital collection
Five augmented reality filters, accessible via the H&M app, complete the Innovation Metaverse Design Story series. Developed in collaboration with the Digital Fashion Institute, the stylish snap-based augmented reality lens enables virtual fitting that seamlessly blends the physical and digital worlds, allowing customers to express themselves both in real life 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 interested in learning more about the collection can immerse themselves in an immersive Metaverse experience at hm.com. This interactive virtual space, available December 1st, celebrates the unique digital clothing created for the collection and gives shoppers a glimpse of a future where digital art expands fashion expression.
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.