Kristen, Vittoria, Paloma Take On Virtual Fantasy for H&M Innovation Story

Joanna Elizabeth

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Published November 18, 2022

H&M Innovation Metaverse Design Story 2022 Collection
Kristen McMenamy poses for H&M Innovation Metaverse Design Story collection. Photo: H&M

When designing the H&M Innovation Metaverse Design Story collection, H&M looked to the virtual reality world for inspiration. Three distinct dimensions are used to celebrate individual expression and promote environmentally responsible practices in a range of clothing for women and men. 

H&M Innovation Metaverse Design Story 2022 Collection

Vittoria Ceretti wears digitally designed creation for H&M Innovation Metaverse Design Story collection.
Vittoria Ceretti wears digitally designed creation for H&M Innovation Metaverse Design Story collection. Photo: H&M

The story’s accompanying visual imagery showcases a number of models, including Kristen McMenamyVittoria CerettiPaloma Elsesser, and others. The designs have vivid hues and even bolder silhouettes, and they are photographed against a backdrop consisting of a night sky and snow. Also, check out H&M’s Holiday 2022 campaign featuring Chloe Sevigny and more.

Paloma Elsesser models for H&M Innovation Metaverse Design Story collection.
Paloma Elsesser models for H&M Innovation Metaverse Design Story collection. Photo: H&M

The first dimension focuses on designs created with the concept of circularity in mind. Pieces that are available in rental programs at select H&M stores are the focus of the second dimension. Meanwhile, the third dimension focuses on a digital collection that was co-designed by H&M and the London-based Institute of Digital Fashion. 

Bold prints stand out in the H&M Innovation Metaverse Design Story collection.
Bold prints stand out in the H&M Innovation Metaverse Design Story collection. Photo: H&M

The increasingly virtual dimension of fashion creates exciting future opportunities for H&M, allowing us to create vibrant, bold and daring virtual counterparts to our physical collections. In addition to the endless creative possibilities, it also allows us to propose a more sustainable and inclusive fashion vision that can be accessed by anyone, anywhere in the world.

Ann-Sofie Johansson, creative advisor at H&M
A model wears a sequin dress forH&M Innovation Metaverse Design Story collection.
A model wears a sequin dress for H&M Innovation Metaverse Design Story collection. Photo: H&M

Paloma Elsesser wears a purple mini dress with one shoulder and ruffles as one of the standout looks. Another garment that Kristen McMenamy is modeling is a green faux fur coat, which she wears with a bralette and lace-up pants. On December 8th, customers can find the H&M Innovation Metaverse Design Story collection available online and in select stores.


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