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H&M launches virtual collection featuring 10 sustainable start-ups

Tom Shearsmith
10 June 2021

H&M Foundation has announced the launch of "The Billion Dollar Collection", a collection of 10 innovative sustainable start-ups that the non-profit organisation thinks could change the face of the fashion industry.

Showcased as garments in a virtual fashion collection, each start-up features a price tag reflecting the estimated support each company believes they need to achieve scale for their innovations.

The H&M Foundation has supported early-stage innovation since 2015 through the Global Change Award, recognising ideas that can make the fashion industry circular. With over 20,000 entries since its inception, this innovation challenge innovators are ready to transform the fashion industry.

Estimations provided by H&M Foundation suggest that billions of dollars are needed to change the fashion industry, with the virtual 'Billion Dollar Collection' highlighting 10 previous Global Change Award winners with potential to create multi-dimensional value with the industry's support.

Diana Amini, Global Manager of the H&M Foundation, said: "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. 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."

The 10 innovations selected for this edgy collection of evolved casual classics come from across the globe and encompass elements from materials to traceability.

The collection is characterised by asymmetrical details, trinket-like finishing, non-standard colours and bold volumes and 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.

Each of the 10 chosen innovations can be viewed in more detail on a dedicated Billion Dollar Collection website.

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