Fashion retailer H&M is set to explore the virtual fashion realm, with the launch of a digital collection to release through a competition.
On January 10, in a campaign fronted by the brand’s sustainability advocate Maisie Williams, H&M will be launching the competition through its official website, where customers have the chance to win an exclusive look from the range.
The virtual fashion collection was created in a collaboration with the digital and virtual clothing platform, Dress-X. Items included in the line are an oversized shimmering vest, an orange sparkly cable knit, and a pair of glowing baggy trousers.
In keeping with the brand’s sustainability goals, the looks from the collection will only be available as a prize for the competition and will not be sold or manufactured. In the announcement’s release, it stated:
“This means no waste, no packaging, and no transportation.”
The Swedish fashion giant also said that this latest move represents its “values of being an inclusive retailer as the looks fit all bodies no matter size, shape and gender”.
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 globally from 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 bodies. The customer will receive the picture of their new look, complete with moving animation effects, that they can post on their social channels.
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