H&M on its way to the Metaverse

AR and digital fashion as a small exercise before fully entering the Metaverse.

H&M, one of the worldwide leading fashion retailers established cooperation with Snap Inc.

Together they launched AR-based digital wearables. AR-based fashion can be used in their App and in Snapchat.

The design was created by the Institute of Digital Fashion (IODF) based in London.

Brooke DeWitt, Product Strategy and Marketing Manager at Snap Inc., said: “Augmented reality is a powerful tool for fostering self-expression and creativity. The innovative AR garments co-created by the IODF and H&M represent an incredibly immersive and accessible way to engage and delight the H&M community in the world of digital fashion.”

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