H&M proudly presented its new Innovation Metaverse Design Story collection at the 2022 Fashion Awards in London. On five December, Irina Shayk, Kim Petras, Lucien Laviscount, Shay Mitchell, Manu Ríos, Pom Klementieff, Eli Brown, Joy Crookes, Leomie Anderson and Alva Claire were on the red carpet at the iconic Royal Albert Hall dressed in beautiful and extraordinary looks from the collection.

“It is so exciting to be able to showcase H&M’s most innovative collection at the fashion industry’s biggest awards event of the year. It was so rewarding to explore the virtual dimension of fashion with this forward-looking collection, and it’s great to see it brought to life by so many extraordinary personalities,” says Ann-Sofie Johansson, Creative Advisor at H&M.

“I love dressing up for the red carpet and I’m currently enjoying exploring a more flamboyant sense of style. It feels very exciting to be able to wear a beautifully constructed H&M evening gown embellished with sequins, and I love that it is made from recycled plastic bottle waste!” says model Irina Shayk.

At the award ceremony, we first saw glimpses of the striking silhouettes, embellished with intricate embroidery and rendered in a groundbreaking colour palette. The H&M Innovation Metaverse Design Story is available from 8 December in selected shops and online at hm.com.