FashionPress Release

H&M launches latest installment to Innovation Stories initiative with the Metaverse Design Story collection

MANILA, PHILIPPINES — Fashion brand H&M is proud to present the latest drop in its Innovation Stories initiative, an all-eyes-on-me collection that explores the blurring boundaries between our online and offline lives, and blends the craftsmanship of high fashion with the fantasy of virtual wardrobe. The H&M Innovation Metaverse Design Story collection is available online at

Taking inspiration from the immersive potential of the metaverse, as well as the tactile beauty of the physical world, the ready-to-wear collective invites self-expression and explores sustainability. The digital collection is co-designed and crafted by H&M and the Institute of Digital Fashion, the London-based digital atelier and think tank.

The H&M Metaverse Experience


A glimpse into the future where digital art expands the expressive possibilities of fashion happened last December 07 to celebrate the Metaverse Design Story.

Transforming an art gallery into an interactive virtual space, different rooms were created for guests to view key pieces from the ready-to-wear collection and try-on unique digital garments in the form of 3D filters. DJs Cecile Zamora and Miguel Fores spinned the night to complete the immersive experience.

Truly a celebration of style, special guests Blythe, Kylie Verzosa, Laureen Uy, Camille Co, Rei Germar, Nicole Cordovez, BJ Pascual, and LA Aguinaldo came decked out in pieces from the high fashion sustainability-focused collection.

The ready-to-wear collection

Key pieces from the physical collection blend eye-catching silhouettes with intricate embroidery and an internet-breaking color palette. For women, a corset-waisted, neon-yellow dress with a dramatic tulle skirt dominated the spotlight. For men, an oversized black beaded bomber jacket offsets relaxed tailoring.

In accessories, women’s wrap-around metallic sandals spiral to the thigh, while futuristic jewelry for men and women takes its cues from liquid metal that looks as though it’s been plumped by pixels. The more-is-more styling has been brought to life by Ibrahim Kamara, creative advisor to H&M specifically for the project.

The innovations

Circularity is a key focus for the collection. Several pieces feature recycled polyester fibers made entirely out of old garments and textile waste collected in partnership with H&M’s garment-collection program in stores. One form-fitting dress in the collection has been made using a zero-waste pattern cutting process. Innovative materials including REPREVE® Our Ocean™, recycled polyester made from ocean-bound plastic bottles, comprise a faux-fur coat and jacket. 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 digital collection

Five augmented reality filters, accessible via the H&M app, complete the Innovation Metaverse Design Story lineup. Designed in partnership with the Institute of Digital Fashion, the AR fashion lenses powered by Snapchat enables virtual try-on, seamlessly bringing the physical and digital worlds together, and empowering customers to express themselves both in real life and online.

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