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 is now available online at hm.com

What is the H&M Innovation Metaverse Design Story?

“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.

Photo from 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.

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. Five augmented reality filters are accessible via the H&M app to complete the Innovation Metaverse Design Story lineup. 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 in real life and online.

Dive into H&M’s immersive Metaverse experience at hm.com

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