27 Nov, 2022
“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,” says Ann-Sofie Johansson, creative advisor at H&M.
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 think tank.
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.
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.
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, the AR fashion lenses powered by
Snapchat enable 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 Leanne Elliott Young and Cattytay, co-founders of the
Institute of Digital Fashion.
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 1 December, 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.
