H&M offers its first ever virtual fashion collection to competition winners

H&M has announced the launch of its first ever virtual fashion collection, showcasing the brand's ambition to "lead the change in the fashion industry, by making virtual fashion accessible to its customers."

The collection, created in collaboration with virtual clothing platform Dress-X, will only be available through a competition on its website.

Consumers from the UK, US, India, Germany and France can win one of the three virtual outfits (a vest, knitted dress and trousers) by submitting a fun and innovative name for the outfits from today.

During the first week of February, a jury with representatives from the Swedish retail giant will select three winners to submit a photograph of themselves where the virtual garment will then be digitally tailored to their body, complete with moving animation effects. 

H&M added that the campaign, which fronts Game of Throne actress Maisie Williams, represents its "values of being an inclusive retailer" as the collection fit all bodies regardless of size, body shape and gender.