The Swedish clothing company H&M has presented its first own digital collection, which will be available as a prize in a competition.
The collection was presented by Maisie Williams on Monday. The British actress, best known for her role as Arya Stark in the Game of Thrones series, has one back in April 2021 digital look with H&M presented. The partnership between Williams and H&M is based primarily on the shared values of sustainability and innovation, H&M announced on Monday.
The virtual looks were created in collaboration with Dress-X, a platform for digital fashion. With the collection, H&M is taking another step towards changing the fashion industry. The looks will neither be produced commercially nor be for sale, but merely used as a prize for the competition.
The collaboration resulted in a puffer vest made of a physically unworkable material, an orange-colored sweater made of chunky knit with a glitter effect, as well as a suit with wide trousers and a matching hoodie in strong pink.
How does the contest work?
H&M is promoting the contest with a social media campaign. Participants submit an innovative and fun name for the looks on H&M.com. The proposals can be submitted until the end of January. Who has won the contest will be announced in the first week of February. Participating countries are the United Kingdom, United States, India, Japan, Germany and France.
After the winners of the competition have been announced, the corresponding virtual garment will be “tailored” on a photo of your choice. Body size and shape, as well as the pose, do not play a role. The photo is provided by H&M with animation effects and can be posted immediately on social networks.