# Virtual Fashion Competitions H&M and Dress-X Created Virtual Fashion for a Sustainable Future By Laura McQuarrie | Published 2022-01-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/virtual-fashion-dress-x-hm References: [fashionunited.uk](https://fashionunited.uk/news/fashion/h-m-launches-virtual-fashion-collection-in-collaboration-with-dress-x/2022011060500) [H&M](https://www.trendhunter.com/trends/hm-2) 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](https://www.trendhunter.com/trends/ai-virtual-fitting-room) of themselves in their virtual garment. ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 89% | Activity: 85% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **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. - **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. - **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. ### Where This Applies - **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. - **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. - **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. ## Related on Trend Hunter - [Gamified Fashion Customizations](https://www.trendhunter.com/trends/dkny-x-fashionverse.md) - [Eco-Minded Workout Wear](https://www.trendhunter.com/trends/hm-2.md) - [AR Garment Try-Ons](https://www.trendhunter.com/trends/augmented-reality-1.md) - [Immersive 3D Fashion Exhibits](https://www.trendhunter.com/trends/portalm-x-virtual-fashion-exhibition.md) - [Fashion-First Digital Games](https://www.trendhunter.com/trends/dressgo.md) - [Reimagined Digital Fashion](https://www.trendhunter.com/trends/deep-23.md) - [AI-Powered Garment Customizers](https://www.trendhunter.com/trends/hm-group-1.md) - [Fashion Gaming App-Updates](https://www.trendhunter.com/trends/fashion-gaming-app-drest.md) - [Digital Luxury Apparel](https://www.trendhunter.com/trends/valentino-1.md)