H&M is set to release a metaverse fashion collection

Swedish fashion giant H&M announces its upcoming metaverse fashion collection. The company partnered with the Institute of Digital Fashion to develop its first virtual collection, dubbed “Innovation Metaverse Design Story.”

H&M follows other fashion companies, aiming to blur the boundaries between digital and real life. The initiative makes part of the H&M Innovation Stories project that was launched in early 2021 with the scope to promote sustainable materials, production processes, and technology. 

Starting on December 8, H&M’s customers will have the opportunity to try on metaverse-inspired pieces in selected stores and on the brand’s website. More than that, the H&M mobile application will feature augmented reality filters powered by Snap, so users will have the option to try on one of the five virtual looks.

H&M also plans to launch an immersive experience that will give customers a glimpse of the future. The virtual space will feature digital art and fashion, allowing users to learn more about the metaverse. The initiative will be available on H&M’s website starting from December 1.

“We at the Institute of Digital Fashion are excited to partner with H&M on a digital collection that pushes the boundaries of fashion as we know it, breaking free of physical restraints to embrace pure creativity. These digital garments are for everybody, extending beyond seasons, beyond gender, and beyond realities, and helping us to consider the planet,”

said the co-founders of the Institute of Digital Fashion, Leanne Elliott Young and Cattytay. 

Both couture houses and fast fashion brands are entering the Web3 space with virtual and phygital collections. In May, Spanish fashion brand Mango created an NFT collection that was exposed in Decentraland’s Museum district, while Zara developed phygital metaverse-inspired items to be used in the virtual world Zepeto.