H&M opens a virtual showroom, but it is not a metaverse-based yet

Clothing chain H & M has opened a digital showroom to present new collections. The pilot will initially only run in Central Europe.

Visitors can walk around, view 3D animated garments and talk to other guests (both via a chat and verbally). The showroom opened on April 5 and is currently open to media, influencers and stylists. It may also be used for events and launches for a wider audience in the future.

The virtual space was designed in collaboration with digital agency Dept and Journee, a platform with which metaverses can be built. For now it is only accessible in the Netherlands, Germany, Switzerland, Austria and Slovenia.

At the beginning of January this year, rumors circulated that H&M was opening a store on metaverse platform Con City. This turned out to be a misunderstanding, a spokesman for the clothing chain confirmed to Fashionunited. It turned out to be about a virtual store that Ceek had presented to H&M, but the fashion player himself had nothing to do with it.