Fashion retailer H&M recently debuted its Innovation Metaverse Design Story collection at the 2022 Fashion Awards in London. Celebrities Irina Shayk, Kim Petras, Lucien Laviscount, Shay Mitchell, Manu Rios, Pom Klementieff, Eli Brown, Joy Crookes, Leomie Anderson, and Alva Claire wore key looks on the red carpet at Royal Albert Hall recently.
Inspired by the blurred boundaries between people’s online and offline lives, the Innovation Metaverse Design Story blends the craftsmanship of high fashion with the fantasy of virtual wardrobes. Coming under the Innovation Stories platform umbrella—an initiative that comprises a series of themed collections dedicated to promoting more sustainable materials, technologies, and production processes—the collection aims to empower customers to express themselves glamorously both IRL and online, according to a press release by H&M.
Irina Shayk wore a shimmering chestnut-brown dress with sequins made from 100 per cent recycled plastic bottle waste. Kim Petras donned a black cut-out dress, featuring layers of 100 per cent recycled polyester ribbons: an unusual design and a provocative statement with a Y2K edge. Lucien Laviscount wore a top in a mono-fibre fabric made of recycled polyester along with a pair of cut-out-style trousers with layers of 100 per cent recycled polyester ribbons.
Shay Mitchell was dressed in a neon-yellow maxi dress with a corset waist featuring intricate boning flaring out into a tulle-pumped ruffle skirt, with a mesh bra made of 87 per cent recycled polyester and 13 per cent elastane underneath. The dress comes in a mono-fibre fabric made of recycled polyester. Manu Rios was in an emerald-green blazer in a mono-fibre fabric made of recycled polyester from textile waste, paired with a black H&M Essentials shirt and a pair of trousers from a previous H&M Conscious Exclusive collection.
Pom Klementieff wore a tulle mini dress in two-tone shades of mint and apple-green, made from recycled polyester. Eli Brown was seen in an oversized bomber jacket, with recycled acrylic beads, designed exclusively for the Fashion Awards paired with a black turtleneck and a pair of trousers from the H&M Essentials collection.
Joy Crookes was in a brown bodysuit in 87 per cent recycled polyester and 13 per cent elastane mesh paired with a co-ordinating blazer and trouser set, made from a blend of 33 per cent organic silk and 67 per cent Naia Renew cellulosic yarn.
Leomie Anderson was spotted in a purple mini dress, the shell fabric of which is made of 100 per cent recycled polyester. Alva Claire sported a floor-length evening dress with a bubble hem bolstered by tulle and a low-cut back. The dramatic dress comes in mono-fibre fabric made of recycled polyester, added the release.
The awards offered a first look of the collection, which will be available to purchase when the Innovation Metaverse Design Story goes on sale in selected stores and online today.