H&M has announced its latest Innovation Design Story following the success of its previous collections, this time blurring the lines between our online and offline worlds.
The Metaverse Design Story explores sustainability, firstly through the design of each item. Each piece has been designed with circularity in mind through the use of eco-friendly materials.
Certain items feature recycled polyester fibres made from old garments and textile waste, collected from shoppers in H&M stores, while other materials used in the collection include REPREVE® Our Ocean™ – recycled polyester made from plastic bottles recovered from the ocean and 100% recycled sequins also made from plastic bottle waste. One dress was also made using a zero-waste pattern cutting process.
H&M will also be offering multiple pieces from the Metaverse collection for rental in selected stores as part of their effort towards sustainability.
The brand has also created five augmented reality filters in partnership with the Institute of Digital Fashion to celebrate the collection, which allows shoppers to try the pieces on virtually via the H&M app.
Ann-Sofie Johansson, creative advisor at H&M explains: “The increasingly virtual dimension of fashion creates exciting future opportunities for H&M, allowing us to create vibrant, bold and daring virtual counterparts to our physical collections.
“In addition to the endless creative possibilities, it also allows us to propose a more sustainable and inclusive fashion vision that can be accessed by anyone, anywhere in the world.”
H&M has received plenty of criticism for its effort towards sustainability over the years. While the fast fashion giant is one of the top scoring brands on the Fashion Transparency Index with 61-70% and one that works to produce forward-thinking and innovative collections to tackle the damage caused by the fashion industry, many claim the brand isn’t doing enough to combat the issues and it’s been accused of greenwashing in the past. You can read more about their sustainability here.
Whatever your opinions are about the brand, fashion lovers will agree that the new collection is nothing if not forward-thinking.
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When is the collection available to buy?
You can shop the collection online and in-stores from December 8.
How much will the it cost?
The collection prices vary from under £20 for lingerie to over £400 for a tulle dress.