Innovation X

To launch H&M’s first high-fashion collection, “Innovation Circular Design Story,” we premiered the brand’s debut avatar-led fashion film. The launch came to life at an exclusive dinner where guests were secretly turned into avatars, becoming part of the film, while live performances, unseen pieces, and a blend of digital art and fashion redefined how to show up in the digital era.

At a one-night live event, guests stepped through a scanning gate into H&M’s immersive digital world. Their digital twins came alive, strutting down a virtual runway in immersive projections. A fashion film made live that delivered a bold intersection of fashion, technology, and sustainability as H&M enters a new era where innovation leads style forward.