With the Institute of Digital Fashion, H&M is exploring the future of digital fashion with the Innovation Metaverse Design Story collection. This digital fashion collection features five augmented reality filters that can be accessed through the H&M app and augmented reality fashion lenses powered by Snapchat gives fashion fans the chance to virtually try the garments on.
Leanne Elliott Young and Cattytay, co-founders of the Institute of Digital Fashion, said "These digital garments are for every body, extending beyond seasons, beyond gender and beyond realities, and helping us to consider the planet." These boundary-pushing designs break free of restraints and explore creativity and self-expression beyond physical restraints and limitations of the fashion industry while still offering up designs that are "wearable."
H&M is also welcoming people into an immersive metaverse experience and working with virtual influencer Kuki to show off pieces from the Metaverse collection.
What's Driving This Trend
- AR Fashion Filters
- The rise of augmented reality filters in fashion presents an opportunity for businesses to offer immersive digital fashion experiences through their apps
- Digital Garments
- The growing trend of digital garments offers an opportunity for businesses to explore innovative materials and sustainability practices in fashion without physical waste
- Metaverse Fashion
- The emergence of the metaverse as a new digital space presents an opportunity for businesses to leverage virtual influencers and create immersive digital fashion experiences
Who This Affects Most
- Fashion Retail
- Fashion retailers can leverage AR filters, digital garments, and the metaverse to offer immersive shopping experiences and explore new sustainability practices that align with their brand values
- Fashion Design
- Fashion designers can explore new creative avenues and push the limits of traditional design with the use of digital garments and metaverse fashion
- Technology
- The combination of fashion and technology presents an opportunity for tech companies to develop new AR filters, digital materials, and immersive experiences that can be used in the fashion industry and beyond
