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High fashion meets virtual fantasy in H&M's latest innovation story.

"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,” said Ann-Sofie Johansson, creative advisor at H&M.

The H&M Innovation Metaverse Design Story collection will be on sale in selected stores and online at hm.com from 8 December.


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