H&M x IoDF

Virtual Fashion

Working with the Divided team at H&M, we developed a cultural strategy to get young people to feel seen by driving radical inclusion via virtual fashion. To build credibility and scale cultural impact, we recommended and facilitated a partnership with the pioneering Institute of Digital Fashion, which works with brands, makers and institutions to innovate and build a more inclusive digitisation of the fashion industry. IoDF worked with the H&M team to co-design and craft the Metaverse Design Story collection, which included both physical ready-to-wear and a selection of digital garments.

Role: Executive Creative Director, Europe at Virtue (Vice)