The H&M Foundation has launched a new virtual fashion collection showcasing the designs of 10 sustainable start-ups which it believes can “create a shift in the fashion industry”.
The H&M Foundation, a non-profit organisation funded by H&M to “fast-track” sustainable fashion technology, launched ‘The Billionaire Collection’ this week.
The collection features garments from 10 companies selected from across the globe and will display them as a virtual fashion show, modelled by a digital avatar created by CGI company Mackevision.
Each brand brings a new innovation from materials to traceability, and will feature price tags reflecting how much they believe they need to raise to make their innovations achieve scale.
“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,” the H&M Foundation’s global manager Diana Amini said.
“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.”
Karl-Johan Persson, board member of H&M Foundation and chairman of H&M Group added: “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.”