Mainstream fashion retailer H&M has joined forces with Maisie Williams and DressX to create an exciting Digital Fashion Capsule Collection with sustainability the core message.
H&M has tinkered around with the idea of sustainable fashion for years – allowing for affordable new clothing to the masses with a lesser impact on the environment compared to other fashion outlets. The retailer has won awards for creating a sustainable fashion brand such as: Fashion Revolutions Fashion Transparency Index and Dow Jones Sustainability Index to name a few. But this new venture may be the Fashion Outlets most environmentally friendly concept yet.
The partnership between H&M and Maisie Williams has been in the works for some time. It has included projects within the gaming community. H&M pioneered the creation of an in game recycling feature for Animal Crossing which normalises recycling old clothing and creation of something new from old. This could easily inspire us all to recycle our own old clothing or make something new with something old.
DressX (an App that allows you to wear Digital Fashion) has pioneered clothing for the Metaverse and is renowned for its outstanding Digital Creations. Who better than to partner with H&M to bring digital fashion into the mainstream fashion world.
The DressX/H&M collaboration will feature three unique looks modelled on Maisie herself however there’s a twist! The outfits are only available to one lucky winner who has thought up the perfect name for the look. The Digital Outfits will then be created to fit an image of the winner and be made to be fully animated ready for use on social media.
The digital creations really feature stunning twinkling lights and muted but bold colours beautifully animated. The images illustrate the magical beauty of the realistic yet other worldly aesthetic of DressX.
Have you got the perfect name for the outfits? Entries are still open, so for more information visit hm.com.