What is H&M?

H&M is a fashion brand under the H&M Group, which prides itself in creating the trendiest styles, outfits, and accessories. H&M focuses on offering clothing of high quality and high sustainability to its customers at affordable prices. All branches in the H&M Group are working together to provide fashion and design options that allow people to express themselves more freely.

IoDF: All You Need To Know

The Institute of Digital Fashion stands for a revolution in the fashion digital space; creating solutions to the problems people encounter and driving for more sustainable and innovative IRL and URL reality. The lead innovator in the virtual and 3D fashion space has worked on several projects, such as the first ever digital outfit for Paris Haute Couture, a virtual outfit try on for the London Fashion Week, and shoppable AR.

H&M’s First Metaverse Collection: The Metaverse Design Story Collection

The Metaverse Design Story Collection is a product of the partnership of H&M and Institute of Digital Fashion (IoDF). It features various outfits and accessories for men and women. Interested parties can check out the virtual collection on the H&M application. Snapchat made a significant contribution to this project by providing five Augmented Reality (AR) fashion lenses with which users can view the collection.

The Metaverse Design Story Collection

The creative advisor of H&M, Ann-Sofie Johansson, stated:

‘’The increasingly virtual dimension of fashion creates excitin future opportunities for H&M, allowing us to create vibrate, 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.’’

Both the physical and virtual version of the Metaverse Design Story Collection will be made available. The physical edition will be launched at the GPO Mall in Melbourne, Australia from the 8th of December. The virtual model will make its debut on December 1.

The Co-founders of IoDF, Leanne Elliott Young and Cattytay’s commented about the Metaverse Desing Story Collection:

‘’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 every body, extending beyond seasons, beyond gender, and beyond realities, and helping us to consider the planet.’’

A number of constituents in the virtual product are made of recycled polyester fibres from textile waste gotten from H&M’s garment compilation program. The Swedish fashion retailer also embedded innovative elements, like REPREVE Our Ocean, recycled polyester from plastic bottles finding their way to the ocean. The sequin properties in the design story collection are completely recycled from plastic bottles.

A virtual reality at H&M Group

Earlier in 2021, H&M released the H&M Innovation Stories Project as part of the company’s goals to boost the implementation of sustainable resources, production activities, and technology. The upcoming digital collection is one of the components of the Innovation Stories Project.

The concept designer of H&M, Ella Soccorsi stated about the Innovation Stories Project:

‘’Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials.’’