H&M and Dress-X Created Virtual Fashion for a Sustainable Future
Laura McQuarrie — January 11, 2022 — Fashion
References: fashionunited.uk
H&M is venturing into the world of virtual fashion with a digital fashion collection created in collaboration with the digital and virtual clothing platform Dress-X. To adhere to Dress-X's outlook on sustainability, the styles from the collection will only be available as prizes from a competition and they will not be sold or manufactured.
H&M recently introduced the competition through its website featuring a campaign starring sustainability advocate Maisie Williams. Fans will get to have their chance to win an exclusive look from this collaboration, which includes a colorful oversized vest, a sparkly cable knit and baggy trousers. To participate in the competition, people are invited to come up with names for the virtual fashions before the end of January; winners wil receive a digitally tailored image of themselves in their virtual garment.
H&M recently introduced the competition through its website featuring a campaign starring sustainability advocate Maisie Williams. Fans will get to have their chance to win an exclusive look from this collaboration, which includes a colorful oversized vest, a sparkly cable knit and baggy trousers. To participate in the competition, people are invited to come up with names for the virtual fashions before the end of January; winners wil receive a digitally tailored image of themselves in their virtual garment.
Trend Themes
1. Virtual Fashion Competitions - Virtual fashion competitions are a new trend that allows brands to showcase their creativity and sustainability efforts while engaging with their audience.
2. Digital and Virtual Clothing Platforms - Digital and virtual clothing platforms are a growing trend that offer sustainable and innovative solutions for the fashion industry, paving the way for new business models and revenue streams.
3. Sustainable Fashion Collections - Sustainable fashion collections are a trend that respond to consumers' growing interest in ethical and eco-friendly clothing choices, presenting opportunities for brands to differentiate in the market and meet the changing demands of their audience.
Industry Implications
1. Fashion and Apparel - The Fashion and apparel industry can benefit from virtual fashion competitions by creating engaging experiences for their customers, showcasing their brand values, and generating buzz on social media platforms.
2. Technology - The Technology industry can leverage digital and virtual clothing platforms to offer innovative solutions for the fashion industry, such as virtual try-ons, personalized clothing designs, and on-demand manufacturing.
3. Marketing and Advertising - The Marketing and Advertising industry can capitalize on sustainable fashion collections by creating authentic and purpose-driven campaigns that resonate with consumers, reinforce brand reputation, and foster loyalty.
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