Metaverse Design Story: H&M’s latest campaign
Web3’s rapid rise to popularity in the past 2 years has presented a challenge to fashion companies to start incorporating technology into their business models. While it has ventured into AR apparel, NFTs, Metaverse clothing, etc. A huge part of the fashion industry’s draw is the physical product, hence the bridge between the digital and physical product is vital.
This new collection is co-designed with Institute of Digital Fashion includes a physical collection and digital wearable filters. Whilst the collection is centred around party attire, apt for the year end festive season, many of the looks have also adopted an up and coming micro trend: Fairycore. With ethereal silhouettes and fairy-like digital filters, this collection will appeal to the Gen Z crowd.
This collection seems to be the brand’s first foray into digital products and while it is common, will fashion digital products be able to innovate past wearable filters as its key selling feature? How else will these fashion brands choose to adapt and implement a Web3 infrastructure? With Nike setting up a Web3 marketplace and other brands collaborating with Web3 artists, we are looking forward to what new digital improvements fashion will bring in 2023.
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