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Taking sustainable fashion to the next level

As part of H&M’s purpose to continuously look for ways to innovate and explore new opportunities, this spring the brand opens its first virtual showroom experience to present the latest Innovation Story collection. The showroom is where we build and maintain relationships with media, celebrities, influencers and stylists. A selection of our regular upcoming collections is presented as well as our special collections – Studio, Innovative Stories and Collaborations. It’s an important meeting point, and with the digital shift the showrooms have also developed being an instagrammable space for visitors, a virtual “home of H&M”. It’s also a great space to arrange different kind of events or meet-and-greets etc, when we launch our collections.

The Virtual Showroom is a full virtual environment, hosted by region Central Europe and the PR teams of Germany, The Netherlands, Austria, Switzerland and Slovenia. It is showing selected H&M collections in a total new immersive experience, where for the first time 3D assets have been used to extend the experience in terms of innovative materials.

The Virtual Showroom enables to meet media relations virtually, giving the complete freedom of engaging and interacting whenever and with whomever.

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