Meet Innovation Metaverse Design Story.
H&M presented a clothing collection inspired by images from the metaverse. The unique line, called H&M Innovation Metaverse Design Story, debuted at the Swedish brand's mono store in New York City's Williamsburg neighborhood.
This store first opened to customers in November 2022. The retail space will serve as a hub for exclusive programs and new initiatives by H&M and will be open until January 2023. The collection sales will also soon launch at the H&M flagship store in Times Square and on the brand's official website.
The H&M Innovation Metaverse Design Story collection features clothing pieces based on images from the metaverse. Among the standouts were a neon yellow dress, a beaded bomber jacket, and other garments sewn with polyester fibers.
The digital collection, created in partnership with the Institute of Digital Fashion and with the support of Snapchat, was also unveiled.
The Swedish brand first turned to Innovation Stories last year, creating an initiative to promote environmentally friendly materials and technologies in manufacturing. The company noted that the designers succeed in making "vibrant, bold and daring virtual analogs of physical collections" as the new dimension of fashion opens up more and more exciting possibilities.