High fashion Meets Virtual Fantasy in H&M’S Latest Innovation Story
30 December 2022: H&M is proud to present the latest drop in its Innovation Stories initiative, an eye-catching collection that explores the craftsmanship of high fashion and the fantasy of virtual wardrobes.
The ready-to-wear collection is inspired by the immersive potential of the Metaverse, as well as the tactile beauty of the physical world. Self-expression and an exploration of sustainability is showcased in three formats, with sustainable materials, rental services in select countries and a digital collection.
“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 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 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 jewelery for men and women takes its cues from liquid metal that looks as though it’s been plumped by pixels.
Circularity is a key focus for 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.
