The Swedish brand H&M has launched a competition to win three virtual looks unveiled on Monday by the avatar of the actress Maisie Williams.

By Ludmilla Intravaia

Avatar Maisie is back. And she does not come back empty-handed, since the digital incarnation of the English actress Maisie Williams, H&M's Global Sustainability Ambassador (more info in this Boudoir Numérique article), unveiled on Monday three virtual outfits, signed by the Swedish brand.

Avatar Maisie in a virtual outfit from the Virtual Fashion competition, launched on January 10, 2022 by H&M (© H&M)

On January 10, H&M launched a competition, Virtual Fashion, allowing Internet users to win one of its silhouettes, by submitting an original name for an oversized vest with changing tones, a sweat with luminous cable knit pattern and a pink ensemble with light-up pants.

The competition runs until the end of this January, after which the winners of each outfit will be chosen by the H&M jury, during the first week of February. The owners of these NFTs will be invited to send a photo of them, so that their new virtual look is adapted and animated to their image. The processed photo will be sent back to the them for sharing on their social networks.

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“We are exploring new ways of expressing style and being creative with fashion”, the brand explains on its competion page, adding : “Virtual fashion is super exciting because it can take your personal expression beyond physical limitations. Digital garments have many benefits; there are no size or body limits, we make no packaging or shipping, and you don’t have to do any laundry.” An eco-responsibility argument often used by supporters of virtual fashion that we will nevertheless temper by recalling the energy cost of the computer servers where its data is (and will be in the future) hosted, not to mention the collection of e- mails and personal data made possible through this kind of contest.