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H&M is aiming to push the fashion industry towards more sustainable methods of consumption through its Innovation Stories initiative, where it has released its latest collection.
The collection exists in a ‘phygital’ format dubbed the ‘Metaverse Design Story,’ with both ready-to-wear menswear and womenswear collections. It is available to purchase, rent, and own as digital assets, which are set to launch on December 8.
The physical assets include evening wear styles, such as corset-waisted dresses, metallic sandals, and beaded bomber jackets.
There are five augmented reality (AR) filters accessible via its app that complete the line.
According to the fashion retailer, it has several pieces featuring recycled polyester fibers made entirely out of old garments and textile waste collected through H&M’s in-store garment-collection program.
The AR lens, created in collaboration with the Institute of Digital Fashion and powered by Snap, enables users to visually try on the items to combine the real world with the virtual one.
Customers may now experience the collection in addition to the collections through an interactive metaverse realm that celebrates the items created specifically for the line and the potential of the future of digitalization.
