In November, the multinational fashion company H&M launched a new collection, “The Metaverse Design Story“. Codesigned by the Institute of Digital Fashion (IoDF), the clothing is inspired by the metaverse and contains both physical ready-to-wear garments and digital wearables, including 3D filters. The designs also consider circularity and incorporate recycled fibers from discarded textiles and recycled sequins made from plastic bottle waste. This particular initiative doesn’t use NFTs or web3.
“We wanted to present our customers with an explosive collection that captured the excitement we all feel at the dawning of the metaverse, but also the fascination we have with the natural world,” said Ella Soccorsi, concept designer at H&M. “The resulting collection is extraordinarily tactile, with hand-beaded and intricately constructed garments, but it also explores the endless possibilities of the digital sphere and H&M’s circular mindset.”
As a design agency, IoDF promoted the connection between web3 and sustainability last year at the London Fashion Week. It sees digital fashion as a way to harness creativity while reducing waste. The company’s website lists a host of apparel companies amongst its clients, including Marks & Spencer, Adidas, Gucci, Louis Vuitton, and Prada. It is planning its own NFT drop and has partnered to create NFTs alongside fashion companies and digital avatars in collaboration with Tiktok. IoDF is one of a slew of new digital fashion houses, including The Fabricant.
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