STOCKHOLM, SWEDEN — Fashion brand 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 December 08.
“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,” said H&M Creative Advisor Ann-Sofie Johansson.
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 program 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 color 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 jewelry 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 of the collection. Several pieces feature recycled polyester fibers made entirely out of old garments and textile waste collected in partnership with H&M’s garment-collection program 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 lineup. 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 everybody, extending beyond seasons, beyond gender, and beyond realities, and helping us to consider the planet,” said Institute of Digital Fashion Co-founders Leanne Elliott Young and Cattytay.
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 December 01, 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 color. 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 program currently operates in three stores in Stockholm, Berlin, and Amsterdam.
