Multinational clothing company H&M has announced its entry into Web3.
According to a press release, the fashion label intends to combine the real and virtual fashion worlds with a new collection called “H&M Innovation Metaverse Design Story.”
The collection delves into three key facets: circular fashion, clothes rental, and the metaverse.
H&M is, in fact, preparing to launch a ready-to-wear collection with a futuristic design and an internet-breaking color palette. Several items are made completely of recycled polyester fibers obtained from old clothing and textile waste.
For the metaverse and digital world, H&M will introduce five Augmented Reality (AR) filters designed in collaboration with the Institute of Digital Fashion and powered by Snap, allowing customers to try clothes from the new collection and express themselves both in person and online.
On hm.com, digital and fashion lovers can discover the collection by immersing themselves in an interactive metaverse experience. This dynamic virtual world, which will be available from December 1st, celebrates the collection’s unique digital clothing while also offering shoppers a glimpse into the future of fashion.
H&M is following in the footsteps of other major fashion brands that have previously established a presence on Web3. ZARA undertook a similar initiative in September, releasing Y2C Creatures, a phydigital collection. Among the other labels are Bulgari, Tommy Hilfiger, Kate Spade, and others.