The H&M Foundation, H&M Groups’s not-for-profit research and charity body, has launched a virtual fashion show ‘The Billion Dollar Collection’ to showcase the designs of ten innovative fashion start-ups.
The fashion show will present ten sustainable start-up’s collections in a virtual fashion show. The innovations selected for the collection come from across the globe, and encompass elements from materials to traceability.
The collection has been created using computer-generated imagery by CGI company Mackevision, which is part of the digital consultancy Accenture Interactive. Mackevision has also created a digital avatar to help bring the pieces to life.
Showcased as garments in a virtual fashion collection, each start-up features a price tag reflecting the estimated support each company believes they need to achieve scale for their disruptive innovations.
Diana Amini, Global Manager of the H&M Foundation, said, “We have worked with innovators for many years now and their biggest hurdle to realize their ideas is funding and support to build scalable technology solutions. They also need collaboration partners like fashion brands and suppliers.”
“With this campaign we want to create awareness of the impact sustainable innovation can achieve if given the opportunity to grow. Together, we can create a shift in the fashion industry where sustainability and innovation are implemented as default practice. The time is now,” Amini added.
Karl-Johan Persson, Board Member of H&M Foundation and Chairman of H&M Group, said, “It’s crucial to support sustainable innovation if fashion is going to make the shift to a more sustainable industry. The Billion Dollar Collection highlights this untapped opportunity.”