See how these 5 brands are diving into web3

H&Mbeyond is the innovation hub of the well-known Swedish fashion company H&M Group. In keeping with the current zeitgeist, H&Mbeyond wanted to expand H&M’s physical showrooms with its first-ever digital showroom.

The brand partnered with DEPT® and Journee to create an immersive space.

Here, a wide variety of target audiences such as influencers and stylists, customers, employees, and the press can learn more about H&M and its collections, including 3D rendered cloth materials and garments animated to simulate the movement of the cutting-edge materials.

“H&M’s Virtual Showroom is designed as a space for brand activations such as fashion campaigns,” said Thorsten Mindermann, Regional Manager H&M Central Europe. “These are brought to life in a whole new and exciting way, combining innovation, digitalization and sustainability.”

H&Mbeyond recognized that for the fashion industry, a virtual showroom offers new ways to bring to life new collections and campaigns. For example, in the “Campaign Room” visitors can get insights from Creative Director Ann-Sofie Johannson and Concept Designer Ella Soccorsi about the design process of the collection and the campaign, as well as the materials used in the clothing.

The virtual showroom was launched following the introduction of H&M’s first virtual garments in January. The collection was displayed as part of a competition where participants could submit ideas for names for the available looks, and win a chance to “wear” the pieces thanks to 3D graphic designers who would style them in the digital look as an animated image.

With virtual fashion, brands like H&M are making it easy for consumers to express themselves in the digital world just as they would in the physical world. But the big difference is that virtual fashion is wearable for all bodies. “Regardless of size, shape, or gender, digital gartments are size inclusive and tailored for all body types,” said Ann-Sofie Johannson, Creative Advisor, H&M. 

As games and social apps support more creativity and design variation, people are paying for virtual items that signal their character and values, just as they would in the real world.

For most brands, this translates to an opportunity to create wearable items for in-game or social experiences. The biggest opportunities involve partnering with games like Fortnite, Roblox, or League of Legends. These platforms are extremely selective and will work closely with brands to create something that contributes to the gaming experience in a native way.

Brands like Gucci, Nike, Ralph Lauren, Vans and more have jumped on this trend by creating activations in Roblox. 

In 2021 to celebrate its 100th anniversary, Gucci created a “Gucci Garden” in Roblox where players could immerse themselves in different rooms and purchase limited-edition avatar items. Nike launched NIKELAND, a bespoke world with the backdrop of its world headquarters inside Roblox’s immersive 3D space. And more recently, Ralph Lauren created the “Ralph Lauren Winter Escape” world with winter-themed activities and limited-edition items for avatars. 

These experiences work because there is an obvious tie-in with the physical world. The connection between the physical and virtual world is one of the most exciting possibilities that the metaverse brings. Not all Roblox Gucci stans can go to Italy, but they can get the same experience from their living rooms. Putting on celebrations like this online and IRL opens a brand up to new audiences and shows they truly want to be involved in these communities.