The first-ever virtual fashion collection has been launched by H&M and it represents their ambition to lead change in the fashion industry by making virtual fashion accessible to their customers.
The new collection will only be available via
a competition on its webstore “where customers can submit a fun and innovative
name for one of the three looks in the range to be in with a chance of winning
a look which will then be digitally fitted to them”.
The closing date is the first week of February with a jury of representatives
from H&M choosing three winners from each of the countries taking part (the
UK, US, India, Germany, and France).
The winners will submit a photo of themselves
and the virtual garment will then be digitally tailored to their body. The
customer will receive the picture of their new look, complete with moving
animation effects, that they can post on their social channels. It’s been
created in collaboration with Dress-X, the digital and virtual clothing
platform.
The launch happens as retailers and brands race to enter the virtual world,
with digital and NFT collections coming thick and fast. The Swedish fashion
giant said this latest move represents its “values of being an inclusive
retailer as the looks fit all bodies no matter size, shape and gender”.
