H&M’s latest Innovation Stories drop is a game changer for the high-street

From season to season there is always a focus on new trends in fashion, but H&M are leading the way on the high street in thinking about evolving what a clothing collection can be.

Their Innovation Metaverse Design Story encompasses everything from recycled materials to digital fashion, exploring a multifaceted approach to making fashion sustainable, yet exciting. 

Launched in 2021, previous Innovation Stories collections have focused on alternatives to animal-derived materials, circular design strategies, fabrics that reclaim waste, and more earth-friendly methods of working with colour. 

Its latest one, launching on December 8, explores the immersive potential of the Metaverse as well as the tactile beauty of the physical world. Stylist and editor Ibrahim Kamara served as creative advisor for the collection, which is full of show-stopping pieces, designed for self-expression.

The collection encompasses a ready-to-wear range that has sustainability at its core. Some pieces are made entirely from recycled polyester, others have sequins made from recycled plastic, and one dress has been designed using a zero-waste cutting process.

Five augmented reality filters, accessible via the H&M app, also allow us to experience the Innovation Metaverse Design Story in the digital world.

Designed in partnership with the Institute of Digital Fashion, an AR fashion lens powered by Snap enables virtual try-on, seamlessly bringing the physical and digital worlds together.

Ann-Sofie Johansson, creative advisor at H&M explains that while Innovation Stories has a dedicated design team that is focused on sustainability, the collections always start with a more abstract idea. 

“We were talking a lot as a team about the exciting possibilities of the metaverse, and how we hope the digital world will allow us to play with the transformative qualities of fashion to express ourselves. At the same time, I think we all have moments where we feel overwhelmed by screens – so we focused on the tactility of the garments, inspired by the beauty of the physical world.”

Ella Soccorsi, concept designer at H&M says that the glamour of the collections was also something the team felt strongly about. 

“I think many of us are feeling the desire to get dressed up to the nines after such a challenging few years with a lot of time spent indoors. We wanted these pieces to be really beautifully crafted, eye- catching designs that would make you feel like a million dollars and bring you joy for years to come.”

To shop the H&M Innovation Metaverse Design Story, go to hm.com.

Photographer: Zoe Ardiff

Hair & Makeup: Jennifer Hennessy

Stylist: Corina Gaffey

Styling Assistant: Orlaigh King