The H&M Innovation Metaverse Design Story collection is a high fashion drop with a virtual twist.
In a futuristic approach, the collection can be viewed through five augmented reality filters through the H&M app, allowing consumers to try on the clothes virtually.
Their womens- and menswear collection, featuring eye-catching silhouettes, intricate embroidery, and sci-fi jewellery, revolves around a playful and artistic aesthetic brought to life by creative advisor Ibrahim Kamara.
The collection and its accompanying AR experience will be available on hm.com after December 1.
Powered by Snapchat, the AR lenses bring H&M’s fashion into the metaverse, expanding the possibilities for digital and real-life expression.
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