H&M joined forces with Dress-X, a virtual fashion specialist, to design an entirely digital collection. Digital fashion, the trend du jour in fashion world, can be described as clothes that are entirely virtual. Can you wear them? No. Can you buy them? Nop. But you can win them! In order to have a chance of an exclusive online H&M X Dress-X look, they launched a competition on social to conceive of a fun name for their virtual looks. The three winners of the competition receive the H&M’s digital clothes edited onto digital images of themselves. Maximum social impact, zero environmental impact.
H&M is one of a long list of retailers announcing their own virtual collection and joining the hype. Let’s see where this all leads us. At least it is entertaining.