With a special event organized in recent days in Milan, H&M Unveiled its latest concept capsule, Innovation Stories, a collection that explores the boundaries between online and offline lives and combines the craftsmanship of fashion with the imagination of virtual closets. the group The H&M Innovation Metaverse Design Story It will go on sale from December 8 in select stores and online at hm.com.
Inspired by the immersive potential of the Metaverse and the tangible beauty of the physical world, the collection explores sustainability in three dimensions. The first includes a distinctly feminine and masculine look and a series of accessories designed with circularity in mind. The second concerns project rental items in select H&M stores around the world. The third refers to the digital collection, which is jointly designed and created by H&M andDigital Fashion InstituteLondon-based atelier and digital think tank.
Key pieces combine embroidered silhouettes with a saturated palette. Among the offerings were a lime dress with a tulle bodice and skirt, and an oversized men’s bomber jacket with black beadwork. It’s impossible to go unnoticed with metallic sandals with wraparound straps that go up the calf.
Circularity is ensured by garments containing recycled polyester fibers made entirely from old clothing and textile waste collected in cooperation with the second-hand clothing collection program located in the brand’s stores. Among the innovative materials is Repreve Our Ocean TM, a recycled polyester made from plastic bottles mined from the ocean that, for example, makes up a faux fur coat and jacket. 100% recycled sequins made from waste plastic bottles adorn two dresses, a pair of leggings, a jacket and a skirt set.
Five augmented reality filters, accessible via the H&M app, complete the Innovation Metaverse Design Story line. Created in collaboration with the Digital Fashion Institute, Snapchat-powered AR Lenses allow for virtual experiences that bridge the physical and digital worlds, allowing customers to express themselves in real life and online. Customers interested in learning more about the group can immerse themselves in the Metaverse experience at hm.com.
The H&M Innovation Story was born in 2021 and includes a series of thematic collections dedicated to promoting more sustainable materials, technologies and production processes. Previous topics have been about respect for animals and alternatives to materials of animal origin, circular design strategies, fabrics that reclaim waste, and more sustainable approaches to working with color. The project is in line with the company’s clothing rental service, which was established in 2019 in the flagship store in Stockholm with a selection of clothing from previous Conscious Exclusive collections. The rental program is currently active in three outlets in Stockholm, Berlin and Amsterdam.
