H&M launches virtual collection in collaboration with Dress-X

Fashion retailer H&M is gearing up to explore the virtual fashion field by launching a digital collection that will be released through the competition. The virtual collection was created in collaboration with digital and virtual clothing platform Dress-X.

On January 10, H&M launched a competition through its official website, giving customers the chance to win an exclusive display of the collection. The competition is open to participants from the UK, USA, India, Japan, Germany and France. The campaign is spearheaded by Maisie Williams, the brand’s sustainability champion.

Items in the line include a large glitter cardigan, a sparkling orange cord knit sweater, and baggy pants.

In line with the brand’s sustainability goals, displays from the collection will only be available as competition prizes and will not be sold or produced. The competition announcement read: “This means no waste, no packaging and no transportation.”

Entrants must come up with an innovative name for one of the performances and submit ideas on the competition’s online page. The entry closing date is January 31.

The representative jury will select three winners who will each receive a digitally customized image of themselves in their virtual outfit. The winners will be able to share the images, complete with animated animation effects, via social media.

The fast fashion giant has previously explored the virtual world of fashion in partnership with Nintendo’s Animal Crossing, where it launched an in-game activation that allows customers to visit an island dedicated to H&M’s sustainability values.

This article first appeared on FashionUnited.UK, and was later translated and edited into Dutch by Ilona Fonteijn.

Shaun Dennis

"Certified introvert. Devoted internet fanatic. Subtly charming troublemaker. Thinker."

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