Fashion brand H&M unveiled the latest drop in its Innovation Stories initiative – The H&M Innovation Metaverse Design Story Collection that blurs the line between online and offline lives, and fuses high fashion with virtual fantasy. The collection, inspired by the potential of the Metaverse, and the tactile beauty of the physical world, celebrates self-expression. It explores sustainability in three dimensions: the first includes womenswear, menswear, and accessories created with circularity in mind; the second features multiple pieces available as part of a rental program in the brand’s selected stores, and the third is the digital collection, co-designed by H&M and 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. 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.
“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.
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.” – from H&M
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 Innovation Metaverse Design Story collection will be on sale in selected stores and at the brand’s official site from December 8th.
