Additionally, an immersive metaverse experience on H&M’s website in the U.S. and Canada merchandises the digital garments in the collection and gives a “glimpse into the future, where digital art expands the expressive possibilities of fashion.” The retailer is partnering with artificial intelligence (AI) influencer Kuki, who is promoting the collection on Instagram.
"The increasingly virtual dimension of fashion creates exciting future opportunities for H&M, allowing us to create vibrant, bold and daring virtual counterparts to our physical collections,” said Ann-Sofie Johansson, creative advisor at H&M, in the release. “In addition to the endless creative possibilities, it also allows us to propose a more sustainable and inclusive fashion vision that can be accessed by anyone, anywhere in the world.”
The new collection is part of the retailer’s Innovation Stories initiative, which launched last year and encompasses a series of collections that focus on the promotion of more sustainable materials, technology and production, according to the retailer. In this new collection “circularity is a key focus,” according to H&M, which said several pieces were created using recycled polyester from textile waste collected from the retailer’s in-store recycling program. Another item in the collection was created using a zero-waste pattern process and other items are created using recycled plastic bottles, according to the release.