H&M is making progress on the path to bringing the fashion world to the virtual landscape, as demonstrated by the format of the presentation of its latest collection. Instead of choosing a traditional catwalk, the firm decided to hold a show in the metaverse with avatars created live at the event.
launch of the new collection, H&M Innovation Circular Design Story. This is a tribute to fashion and design through circular techniques and fabrics, in pursuit of sustainability.
For this special occasion, the company invited attendees to step into their own estonia number data metaverse. With an immersive virtual experience, guests were able to create their digital double and explore that show in the other “dimension.”
The collection's designs were worn by various personalities. Among them, actresses Hiba Abouk, Begoña Vargas, Marta Hazas, Clara Sans and Penélope Guerrero , or models Alba Galocha, Lily Fofana and the Portuguese Luis Borges. Artists from the world of music were also present, such as María Escarmiento, Africa Adalia and Ana Perrote, Marina Reche, or the DJ Gerard Estadella .
Fashion lovers did not want to miss this event either. Friends of the brand such as Pelayo Díaz, Paula Ordovás, Marc Forné, Ángela Rozas, Biel Justé, Curro Verdugo, Clara Aparicio, Eider Paskual, Isabela Valadeiro, Luisa Beirao, Alex Sánchez de Mora, Joan Margarit, Sonia Marí Andrés and Alberto Ortiz posed in their best clothes.
The fashion world moves into the virtual landscape with H&M
This move by H&M is just one more demonstration that the virtual world is no longer just for gaming and is becoming an increasingly “tangible” reality.
“Fashion and the metaverse are at an explosive turning point. Avatars, digital garments that only exist in virtual environments, and NFTs allow fashion lovers to live experiences that were unimaginable years ago,” says Julio Obelleiro , co-founder of Wildbytes.
“H&M has managed to create a fashion metaverse in which avatars created live virtually parade to launch its latest collection. Groundbreaking,” she concludes.