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H&M launch its first ever digital collection with Dress-X

Updated: Mar 25

The Swedish retailer has announced that it is dipping its toe into the realm of virtual fashion with a digital-only fashion line. There has been a lot of conversation around the Swedish Brand's digital fashion ambitions since their partnership with Animal Crossing last year. Social Media Metaverse Artists have also interpreted their vision for H&M in this space also, with renders of what a store could look like for H&M in the Metaverse.

Dress-X has predicted that if we substitute 1% of physical clothing with digital garments, the annual carbon footprint of the fashion industry will be reduced by 35 million tonnes, which is equal to the total carbon emissions produced by Denmark in 2017.

Zalando Implications

Another example of a competitor stepping into the metaverse. There is a trend emerging with Gucci releasing a pair of virtual trainers and interactive styling app Drest that allows users to buy digital versions of luxury fashion items from 200+ high-end brands has had thousands of signups since its launch. This case study could be useful for Zalando to follow for the time that Zalando is ready to step into the Metaverse.

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