H&M unveils fashion line influenced by the metaverse realm
In a bold move towards the future of fashion, H&M has unveiled its Innovation Metaverse Design Story collection. This virtual collection, available starting Thursday, offers vibrant, bold, and daring counterparts to the retailer's physical collections, all while promoting a more sustainable and inclusive fashion vision.
The collection, which made its debut at H&M's Williamsburg location last Friday, is part of H&M's Innovation Stories initiative. Launched last year, this series of themed collections aims to promote sustainable materials, technologies, and production methods.
The physical collection, which will be released in H&M's Times Square location and on its website, features items such as a neon-yellow dress, a beaded black bomber jacket, metallic sandals, and futuristic jewelry. The virtual counterparts, created in collaboration with the Institute of Digital Fashion and powered by Snapchat, allow consumers to try the collection virtually.
H&M's commitment to sustainability is evident in the collection. Circularity was a focus, with some items made with recycled polyester fibers gathered from H&M's in-store garment-collection program. The initiative has previously highlighted fabrics that reclaim waste, circular design processes, and alternatives to animal-based materials.
The retailer's foray into the virtual fashion world comes at a time of mixed financial results. While H&M reported a 10% increase in Q4 net sales and a 12% bump in sales for the fiscal year 2022, the growth fell below its expectations, signaling stiff competition from rivals. In an effort to cut costs, H&M announced plans to lay off 1,500 workers in June, expected to save the retailer 2 billion Swedish Krona (about $188 million).
Ann-Sofie Johansson, creative adviser at H&M, sees the increasingly virtual dimension of fashion as creating exciting future opportunities for the brand. 'The virtual collection allows H&M to create vibrant, bold, and daring virtual counterparts to our physical collections, and to propose a more sustainable and inclusive fashion vision that can be accessed by anyone, anywhere in the world,' she stated.
The 7,000-square-foot retail space in H&M's Williamsburg location will serve as a hub for exclusive programming and community gatherings. The space, which opened last month and will be open until January, is also hosting events in collaboration with Balenciaga, who also announced a virtual fashion collection in June 2022.
In addition to its physical and virtual collections, H&M has expanded its presence in the digital world. In June, the brand launched its Barbie Summer 2022 collection across stores, its website, and Forever 21 Shop City on Roblox. H&M has also partnered with other digital platforms, such as TikTok, to create interactive experiences tied to the digital garments on its website.
As H&M continues to innovate and adapt to the changing landscape of fashion, it remains committed to its mission of making sustainable fashion accessible to everyone. The metaverse-inspired collection is just the latest step in this journey.
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