H&M Has Launched a Galactic-Sized 29-Piece Metaverse Collection
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The question is less about if mainstream fashion labels will launch collections in the metaverse, and more about when.
With designers like Balenciaga, Jimmy Choo and Dolce & Gabbana releasing rare digital garments in virtual worlds, we’re seeing another layer of the fashion industry evolve — one that exists purely online and is seemingly limitless.
More and more fashion brands are diving into the metaverse, but none quite as large as the plunge that H&M are set to make by debuting a 29-piece collection on Thursday, December 8.
As the boundaries between our online and offline lives continue to blur, and the craftsmanship of high fashion meets the fantasy of virtual wardrobes, the H&M Innovation Metaverse Design Story collection is here to command attention in spectacular style.
Boasting stand-out silhouettes bolstered with layers of tulle, intricate embroidery, shimmering sequins and an internet-breaking colour palette, H&M is bringing us designs in the digital world that are far edgier than their IRL staples.
The team took inspiration from the immersive potential of the Metaverse as well as the tactile beauty of the physical world, and created a fashion concept that has three clear dimensions: the ready-to-wear collection, the innovations and the digital collection.
The ready-to-wear collection includes actual pieces you’ll be able to purchase in-store and online. Think Grimes-esc intergalactic/underwater/fantasy/alien vibes with a side of high-fashion Y2K style moments and a barbiecore-meets-Bratz-doll colour palette.
The innovations element is borne from H&Ms continued focus on sustainability in mainstream fashion. Multiple pieces will be available as part of a rental programme in select stores. Several pieces are also made with recycled materials and zero-waste techniques: one form-fitting dress in the collection has been made using a zero-waste pattern cutting process while a faux-fur coat and jacket use recycled polyester made from ocean-bound plastic bottles.
Finally, the digital collection includes five augmented reality filters, accessible via the H&M app. The AR filters are powered by Snap and allow you to virtually try on pieces, seamlessly bringing the physical and digital worlds together.
The 29-piece collection will include 22 astonishing womenswear looks, seven dynamic menswear looks and a series of accessories designed with circularity in mind. It will be available for purchase in strict quantities at the GPO Melbourne H&M flagship store and online on December 8. Scroll below to see portraits of the all 29 pieces in the H&M Innovation Metaverse Design Story collection from their recent campaign launch.