Are you ready for the metaverse? Dubai obviously is! Reflected in the new 3D digital film which captivates audiences, showcasing two digital garments belonging to the new capsule collection – ‘H&M Innovation Metaverse’. The spectacular collection commands attention – blurring the boundaries between our online and offline lives. Where the craftsmanship of high fashion meets the fantasy of virtual wardrobe.
“At H&M we see technology as an incredible tool for self-expression that allows us to engage with fashion in ways that would not be possible in the physical world. We wanted to create a collection that looks sensational on all platforms, inspired by the shape-shifting avatars of the digital world, with looks that will make you stop scrolling and catch your breath,”
Ann-Sofie Johansson, creative advisor at H&M.
H&M Innovation Stories was launched in early 2021 and comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes. Previous themes have encompassed animal-friendly fashion and alternatives to animal-derived materials, circular design strategies and fabrics that reclaim waste, and more sustainable methods of working with color.
This collection features, a corset-waisted, neon-yellow dress with a dramatic tulle skirt dominates the spotlight alongside a lilac maxi dress with a cyber-infused tromp l’oeil print of the female body. Inspired by the tactile beauty of nature is a fuchsia puff-ball mini dress and a ruffled purple mini dress that both resemble a flower in bloom. For men, an oversized black beaded bomber jacket together with a forest-green, hooded faux-fur coat are offset with extravagant ribbon-ruched trousers and relaxed tailoring. In accessories, women’s embellished wrap-around metallic off-white sandals spiral to the thigh, while ultramodern one-piece molded sneakers for men have an avant-garde appeal. Meanwhile futuristic jewelry takes its cues from liquid metal that looks as though it’s been plumped by pixels, winding round necks and wrists in the form of swirling chokers, bracelet cuffs and ear cuffs. The mesmerizing, more-is-more styling has been brought to life by Ibrahim Kamara, creative advisor to H&M for this project.
“We wanted to present our customers with an explosive collection that captured the excitement we all feel at the dawning of the metaverse, but also the fascination we have with the natural world. The resulting collection is extraordinarily tactile, with hand-beaded and intricately constructed garments, but also explores the endless possibilities of the digital sphere and of H&M’s circular mindset,”
Ella Soccorsi, concept designer at H&M.
Circularity is a key focus for the collection; proof that a fashion-forward insights and sustainability can go hand-in-hand. In a first for H&M, several pieces feature recycled polyester fibers made entirely out of old garments and textile waste collected in partnership with the garment collection program in stores. Numerous items comprise mono-materials – materials consisting of one fiber, instead of a blend – and feature trims and embellishments that are simple to remove, allowing for a smoother recycling process once the garment has reached the end of its life. One form-fitting dress in the collection has been made using a zero-waste pattern cutting process, a jigsaw-style technique that eliminates fabric scraps from the cutting tables and ensures minimal material waste. Equally, pioneering is the use of innovative materials, such as REPREVE Our Ocean recycled polyester made from ocean-bound plastic bottles, which comprises a faux-fur coat and jacket. And, after years of development, 100% recycled sequins made from plastic bottle waste adorn two dresses, a pair of leggings and a blazer-and-skirt combination.
The H&M Innovation Metaverse Design Story is available now online at kw.hm.com.
