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H&M and Maisie Williams Launch Virtual Fashion Collection


H&M and Maisie Williams Launch Virtual Fashion Collection


H&M launched its first ever Virtual Fashion collection in partnership with actor and ambassador Maisie Williams, but there’s a catch. The capsule includes three digitally designed outfits that will each be available to three lucky winners of the Virtual Fashion competition. Running from Monday, 10 Jan, to Monday, 31 Jan, you can enter to win the competition by submitting a fun and innovative name for one of the three looks on the H&M website, then a panel of judges will choose three winners to represent each market (UK, US, India, Japan, Germany, France) during the first week of February.

H&M’s Virtual Fashion collection is created in collaboration with Dress-X, a platform for digital and virtual clothing. The concept of virtual fashion, a type of NFT (non-fungible token), is that the owner of the digital asset (in this case a unique H&M outfit and the first of its kind) submits photographs to the brand or designer. In this case, Dress-X digitally tailors the virtual garments, bespoke to the size and shape of the customer’s body. After a few days of processing, the customer receives the photograph of themselves wearing the virtual garment “complete with moving animation effects, ready to post on their social channels,” H&M said in a press statement.

The three Virtual Fashion outfits to be won are: “An oversized vest made of an impossible material. It shimmers with floating, stunning colours and is paired with a unitard”; “An orange cable knit with sparkles. It can be styled as a dress or oversized sweater”; “A pair of baggy trousers in vibrant, glowing pink, matched with a cropped hoodie.” Keep reading for a closer look at all three outfits to be won in the Virtual Fashion competition at H&


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