H&M teams up with IDF to launch the Metaverse Design Story collection
- H&M partners with IDF to launch “The Metaverse Design Story collection”.
- The digital collection will be viewable through AR mode lenses provided by Snapchat.
- Some of the garments in the collection contain recycled polyester fiber.
Global clothing retailer H&M will present “The Metaverse Design Story collection”, the latest edition to its collection of innovative online and offline stories. The collection will be available at the GPO Mall in Melbourne from December 8, while the online version will be available in the virtual space by December 1.
The Metaverse Design Story collection is designed in partnership with the Institute of Digital Fashion (IDF). With augmented reality (AR) fashion lenses provided by Snapchat, the digital collection showcased through five augmented reality filters is accessible through the H&M app and viewable through AR fashion lenses.
Regarding their adventure in the metaverse, Ella Soccorsi, concept designer at H&M, said:
We wanted to present our customers with an explosive collection that captures the excitement we all feel at the dawn of the metaverse, but also the fascination we have for the natural world.
In addition, the collection includes men’s clothing, women’s clothing and accessories. While commenting on the wide range of clothing the collection offered, IDF co-founders Leanne Elliott Young and Cattytay said:
“These digital garments are for everyone, reaching beyond seasons, beyond gender and beyond realities, and help us consider the planet.”
Designed with circularity in mind, several pieces feature recycled polyester fibers made from textile waste collected through the partnership with H&M’s clothing collection program.
Notably, the collection uses innovative materials such as REPREVE® Our Ocean recycled polyester made from ocean-bound plastic bottles. In addition, the sequins incorporated into the collection are 100% recycled from plastic bottles.
H&M Creative Advisor Ann-Sofie Johansson said the increasingly virtual dimension of fashion is creating exciting future opportunities for H&M. Johansson further stated that it allows them to create vibrant, bold, and daring virtual counterparts for their physical collections.
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