H&M, a Swedish multinational corporation that sells ready-to-wear clothing at affordable prices, recently unveiled its newest line of clothing as part of its Innovation Stories initiative. The company has stated that the primary objective of this project is to encourage the fashion industry to adopt more environmentally friendly consumption practices.
The “Metaverse Design Story” was introduced to the public for the first time during an event that took place in Madrid, Spain. The “Metaverse Design Story” is presented in a “phygital” format, and it features a ready-to-wear menswear and womenswear collection that will be available to buy, rent, and own as digital assets beginning on December 8.
Evening wear designs have been taken into consideration when designing key pieces for the physical collection. These styles include corset-waisted dresses, embellished bomber jackets, and metallic shoes.
The firm stated in a press statement that several of the outfits use “recycled polyester fibres manufactured entirely out of old garments and textile waste,” which were gathered as part of the in-store garment-collection programme at H&M.
It went on to say that one of its figure-hugging dresses was produced using a procedure that resulted in zero waste during the pattern cutting, while other fabrics make use of recycled polyester produced by Repreve and derived from ocean-bound plastic bottles. In addition to the actual collection, the line also includes five augmented reality (AR) filters that can be accessed through the corresponding app.
The augmented reality (AR) lens was developed in collaboration with the Institute of Digital Fashion and is powered by Snap. It enables users to visually try on the pieces, with the goal of bringing the physical and digital worlds closer together.
In addition to the collections, consumers may also experience the collection by using an interactive metaverse area that is currently available. This space celebrates the garments that were manufactured for the line as well as the potential applications of digitalization in the future.
Reference:
“H&M Emphasises Textile Recycling in New ‘Metaverse Design Story.’” FashionUnited, 2 Dec. 2022, https://fashionunited.uk/news/business/h-m-emphasises-textile-recycling-in-new-metaverse-design-story/2022120266567.
