H&M presents latest Innovation Stories
At the beginning of 2022, domestic and international fashion scene Exploring the world of the Metaverse. As the virtual world expands over time, the future of fashion is seen as where style meets online. increase.
This month, Swedish fashion brand H&M continues its Innovation Stories initiative with a Metaverse-inspired collection. The men’s and women’s ready-to-wear lines explore sustainability, inclusivity and circularity, some of the core themes of the Innovation Story unveiled for 2021.
Ann-Sofie Johansson, Creative Advisor at H&M, says: In addition to endless creative possibilities, we can offer a more sustainable and inclusive vision of fashion that is accessible to everyone, anywhere in the world. ”
With these themes in mind, the collection’s items are made from recycled materials, some of which will be available for rent at select stores. Innovative materials like Our Ocean recycled polyester are also used.
Highlights of the collection include a corset waist yellow dress with a dramatic tulle skirt, a fuchsia puffball mini dress, and a trompe l’oeil party dress embellished with 100% recycled plastic sequins. bottle waste. Highlights for the men included a forest green faux fur coat and an oversized bomber jacket adorned with intricate beading.
Circularity is also reflected in the line’s accessory creations. Futuristic jewelry takes its cues from liquid metal, which seems to swell pixel by pixel. Round necks and wrists in the form of chokers, bracelet cuffs and ear cuffs.
Access 5 augmented reality filters from the H&M app to complete your Innovation Metaverse Design Story experience. Designed in partnership with the Institute of Digital Fashion, the Snapchat-powered AR Fashion Lens enables virtual try-on, seamlessly connecting the physical and digital worlds, allowing customers to interact in both the real world and online. Allow yourself to be expressed.
“The Institute of Digital Fashion is thrilled to partner with H&M on a digital collection that pushes the boundaries of fashion as we know it and embraces pure creativity, freed from physical constraints,” of IoDF. “Beyond season, gender and reality, these digital garments are for all bodies and help us think about our planet.”
The H&M Innovation Metaverse Design Story collection will be available online at hm.com on December 8th.
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