H&M Foundation launches virtual sustainable fashion collection

The H&M Foundation has launched a new virtual fashion collection that showcases designs from 10 sustainable start-ups.

‘The Billion Dollar Collection,’ which was opened this week, features a price tag for each of the companies, reflecting the estimated support each believes they need to achieve scale.

The collection, which the non-profit said is characterised by asymmetrical details, trinket-like finishing, non-standard colours and bold volumes, has been exclusively created in computer-generated imagery by Mackevision, part of Accenture Interactive.

“Using the latest CGI character design technology, Mackevision created a unique digital avatar from scratch, which brings the textures and intricate details of the collection to life through movement,” said the organisation, which privately funded by the Stefan Persson family, founders and main owners of the H&M Group.
Accenture also brought its 360-degree value approach to the collection with the 2030 UN Sustainable Development Goals in mind. The H&M Foundation said that the model shows “each innovation could have a big, positive impact for the planet, if given the opportunity to scale.”

According to the foundation, one of the 10 companies is estimated to have the potential to achieve an annual net reduction of 720,000 metric tons carbon dioxide emissions by 2030.

“We have worked with innovators for many years now and their biggest hurdle to realise their ideas is funding and support to build scalable technology solutions,” said Diana Amini, global manager of the H&M Foundation. “They also need collaboration partners like fashion brands and suppliers.

Amini added: “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 no.”

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