H&M launches glitzy Metaverse Design collectionat London Fashion Awares

Using the red carpet of London's Royal Albert Hall as the runway, the Swedish design house showcased 10 looks from their new collection.

The Fashion Awards 2022 was a feast for the eyes. Attracting a spree of A-listers from across the world, it was a chance for the who's who of screen and scene to demonstrate their sartorial prowess. There was lime green Gucci, there was burgundy backless Valentino, there was voluminous Nina Ricci and so many more show-stopping looks. And among them on the step-and-repeat was the debut of a new and innovative collection for H&M.


Using the red carpet of London's Royal Albert Hall as the runway, the Swedish design house showcased 10 looks from their new Metaverse Design Story collection. Models Irina Shayk, Alva Claire and Leomie Anderson, joined musician Joy Crookes and actor Shay Mitchell, decked out head-to-toe in key pieces from the new collection, ahead of their becoming available to buy, on December 8.

The collection is designed to reflect the blurred lines between our IRL personalities and the people that we become when we're in online spaces, blending practicality (and an emphasis on sustainability) with the fantasy of avatar-fashion.

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