H&M METAVERSE INNOVATION STORY EDITORIAL 2022

client

H&M INNOVATION STORY EDITORIAL 2022

Styled By

FLORE DIANA

Photographed by

RALUCA CIORNEA

Team

Model: MARIA MARCUTIANU

The Metaverse Design Story collection is the latest addition to H&M’s ongoing innovation stories. As the boundaries between online and offline life continue to blur, our design team combines the craftmanship of high fashion with fantasy worlds and virtual reality. The result is a collection starring both physical ready-to-wear and a selection of digital garments, co-designed and crafted by the Institute of Digital Fashion. The collection is inspired by the metaverse –– a place where fashion can be enjoyed unencumbered by the laws of gravity, or societal expectations. At the same time, the tactile beauty of the natural world serves as a reference point, with pieces inspired by satellite images of planet Earth, microscopic cells and vibrant wildflowers.Designed with circularity in mind, several pieces feature recycled polyester fibres made of textile waste collected in partnership with our garment collection programme. The collection also utilises innovative materials such as REPREVE® Our Ocean™ recycled polyester made from ocean-bound plastic bottles. After years of development, 100% recycled sequins made from plastic bottle waste are used to embellish multiple styles.
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