To introduce its latest collaboration with the luxury brand, H&M invited 700 guests to a runway show as well as to don an AR headset and experience the collection in 3D

International high-street retailer H&M used a combination of traditional means and augmented reality to debut its partnership with Italian fashion house Moschino. The presentation of the collaboration included a fashion show as well as a room dedicated to the custom-made AR experience.

The AR room was designed to look like the multicolored stripes of an old T.V. set going off air, and will offer different interactions for visitors on every wall. With the help of tech companies Magic Leap and Warpin Media, the H&M featured a AR rig that transported any of the 700 guests to a virtual world of fashion that even has tactile elements, permitting them to touch certain objects when strapped into the rig.

While other retailers have implemented AR to help customers better experience particular products or elements of them, this event was designed to be fully immersive, absorbing guests' attention entirely. Integrating a virtual experience into a physical one is part of H&M's strategy to continue to push boundaries and enable new ways for its customers to interact with its brand and products.

H&M

Moschino


Lead image: H&M via Twitter

International high-street retailer H&M used a combination of traditional means and augmented reality to debut its partnership with Italian fashion house Moschino. The presentation of the collaboration included a fashion show as well as a room dedicated to the custom-made AR experience.

The AR room was designed to look like the multicolored stripes of an old T.V. set going off air, and will offer different interactions for visitors on every wall. With the help of tech companies Magic Leap and Warpin Media, the H&M featured a AR rig that transported any of the 700 guests to a virtual world of fashion that even has tactile elements, permitting them to touch certain objects when strapped into the rig.