H&M presents the latest collection of H&M Innovation Stories Initiative. Each piece in the collection is a statement and explores the blurred boundaries between online and offline life. At the same time, it combines the craftsmanship of haute couture and the imagination of virtual wardrobes. the H&M Innovation Metaverse Design Story Collection will be available in select stores and online from December 8, 2022. Just in time to welcome the New Year 2023 with a cool new look.
“The increasingly virtual dimension of fashion creates exciting possibilities for H&M in the future, allowing us to create vibrant, bold and daring virtual counterparts to our physical collections. In addition to endless creative options, it also allows us to offer a more sustainable and inclusive view of fashion, accessible to everyone, everywhere,” says Ann-Sofie Johansson, Creative Advisor at H&M.
H&M Innovation Metaverse Design Story Collection
Physical collection highlights combine striking silhouettes with intricate embroidery and an eye-catching color palette. For the ladies, a neon yellow dress with a corset waist and a dramatic tulle skirt takes center stage. In the men’s collection, an oversized bomber jacket combines beaded embroidery and a relaxed fit. Accessories combine women’s metallic sandals that tie up to the thighs with futuristic unisex jewelry reminiscent of liquid metal. The style is “more is more” and was brought to life by Ibrahim Kamara, H&M’s creative advisor on this project.
Five augmented reality filters, accessible via the H&M app, complete the Metaverse Design Story innovation offer. Developed in collaboration with the Institute of Digital Fashion, AR Fashion Lenses, powered by Snapchat, provide a virtual fitting experience that seamlessly merges the physical and digital worlds, allowing customers to express themselves in both the real life and online.
Fashion Awards 2022 in London
H&M presented the new Innovation Metaverse Design Story collection at the Fashion Awards 2022 in London. Irina Shayk, Kim Petras, Lucien Laviscount, Shay Mitchell Manu Ríos, Pom Klementieff, Eli Brown, Joy Crookes, Leomie Anderson and Alva Claire wore the most statement looks on the red carpet at the iconic Royal Albert Hall on December 5, 2022.
“It’s so exciting to be able to showcase H&M’s most innovative collection at fashion’s biggest awards show of the year. Exploring the virtual dimension of fashion with this avant-garde collection has been so rewarding and wonderful to see it brought to life by so many extraordinary personalities,” said Ann-Sofie Johansson, Creative Advisor at H&M.
“This collection is both visually exciting and cutting-edge. Inspired by the endless possibilities for self-expression that the metaverse and virtual reality can offer us. It’s wonderful to be able to showcase these progressive ideas on a global stage among the brightest minds in fashion,” said Ella Soccorsi, Assortment Designer at H&M.
The awards ceremony saw the first glimpse of the striking silhouettes, adorned with intricate embroidery and rendered in a groundbreaking color palette.
Still Live collection
“We at the Institute of Digital Fashion are thrilled to be working with H&M on a digital collection that pushes the boundaries of fashion as we know it, breaking physical boundaries to encourage pure creativity. These digital garments are for all bodies, transcending seasons, gender and reality, and helping us protect the planet,” said Leanne Elliott Young and Cattytay, co-founders of the Institute of Digital Fashion.
The H&M Innovation Metaverse Design Story will be available in select stores and online from December 8, 2022.
Author: fsb/PR – Photos: H&M