Tuesday, December 31, 2019

Five fashion ASMR campaigns from 2019

Undoubtedly one of the most surprising marketing trends of 2019: Autonomous Sensory Meridian Response, ASMR for short. ASMR describes the tingling, tingling skin sensation - a bit like goose bumps - that is a reaction to certain audio and visual effects. Think, for example, of images of slow and monotonous actions such as eating, fine painting (think: Bob Ross) or brushing hair, with accompanying smacking, crackling or tapping, and often accompanied by commentary on whispers.

The term ASMR was introduced in 2010, around the time ASMR took flight on YouTube. Over the past decade, the channel has been flooded with videos in which self-proclaimed 'ASMRtists' such as SAS ASMR (7.84 million subscribers), Gentle Whispering (1.76 million subscribers) and Heather Feather (500,000 subscribers) spend minutes cutting hairs into a microphone, tapping phone covers or brushing their hands with make-up brushes. A video by SAS ASMR, in which the YouTube YouTube is tantalizingly slow to bite into pieces of sticky honeycombs for twelve minutes, is the most watched ASMR clip on YouTube, with over 40 million views.

What makes ASMR so incredibly popular? Earlier this year, FashionUnited spoke to trend analyst Pernille Kok-Jensen about the love for ASMR that seems to cherish millennials and Gen Z, born between 1980 and 2010. Kok-Jensen believes that these generations suffer from an abundance of visual information. ASMR is relaxing for them because of its quiet pace and because it also appeals to other senses: the hearing and, indirectly, the sense of touch. Because of its great appeal to young people, Kok-Jensen predicts that ASMR will increasingly appear in marketing campaigns in the coming years.

Several international companies have already embraced the phenomenon. Famous is Ikea's ASMR campaign 'Oddly Ikea', in which a woman's hand touches all the elements of an Ikea student room for twenty-five minutes. In the background, a soft voice describes the structure of the linen sheets and the soothing effects that a modular wardrobe can have. In addition to food and interior design, clothing is also ideal for creating ASMR campaigns. In 2014, Cos made the ASMR video "The Sound of Cos", in which two men in a studio provide Cos garments with sounds. The storage of a collar is imitated with the unfolding of umbrellas, the closing of press-studs with the snapping of bubble plastic.

Also in 2019, several major brands produced high-profile ASMR campaigns. FashionUnited selected the five most exciting examples.

February 2019: Givenchy

For the spring campaign of 2019 angled luxury fashion house Givenchy photographer Steven Meisel inside. Under the direction of head designer Clare Waight Keller, he created the campaign I Am Your Mirror, in which Givenchy models slowly eat juicy apples,

Squeeze grapes under their pointed heels, slide metal chains through their hands and rub sensually on their leather Givenchy accessories. The campaign video caught on, with Givenchy launched a competition in April for new ASMR talent to work with Givenchy in the future.

March 2019: Liam Hodges

Perhaps the most bizarre ASMR campaign comes from men's clothing brand Liam Hodges. In the spring of 2019, this brand presented a capsule collection consisting of a pair of trousers, shirt and T-shirt, each printed with a large red lobster and the text 'Come & Enjoy!'. So said, so done: the campaign video shows a man, dressed in Liam Hodges' shirt, crunching and smacking for a good minute, feasting on a yolk of a lobster.

July 2019: Gucci

In July this year, Gucci presented the second edition of the #24HourAce campaign, for which the brand invites several artists to create audiovisual work around the Ace tennis sneaker, which is then published on the brand's social media pages within 24 hours. This year's theme of #24HourAce was ASMR. The result are movies of Ace sneakers attached to ticking metronomes, a 'wet unboxing video', lucid 3D animations of Ace sneakers being sliced and a movie in which an Ace sneaker with the nose is pushed into a colourful slimeball.

September 2019: Coach

American leather goods brand Coach tackled the classic: it presented the new bag line Coach Originals this autumn with a series of short Instagram films in which leather is cut out by hand, hands are gently stroked over a Coach bag, a bag is immersed in a tub of suds or a twist closure is gently clicked over. The caption invites the viewer to experience the bags multisensory: "See it, feel it, hear it: authentic American leather craftsmanship".

November 2019: Weather Gucci

Not quite fashionable, though, Gucci. Since 2018, the brand has its own 'osteria' in the centre of Florence that serves hamburgers as well as chic pastas. The citizens of the restaurant were featured on the Gucci instagram page in November with a series of videos in which different people, whether or not dressed in colourful Gucci outfits, bite into a Gucci burger. "Crackle. Bites. Slurp. Smack. Enjoy", is written in the caption.

This article was originally published on FashionUnited.NL, translated and edited by Kelly Press.

Homepage photo: screenshot of Liam Hodges' ASMR campaign "Come & Enjoy!" in which a model in Liam Hodges clothing devours a lobster, via YouTube.



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Monday, December 30, 2019

Best of: Opinion pieces in 2019

LOOKING BACK

The year is coming to an end again, which means that FashionUnited traditionally looks back at the stories from the past year. A selection of opinion pieces worth reading published in 2019.

From oldest to newest, from the archive:

Is fashion week no longer in fashion?

February 2019 - The format of the shows, whether they are co-ed, held be in host cities or take place in accordance with the retail calendar, is not, however, the main issue in 2019. While the Instagram generation expects to be able to scroll through endless images of catwalk shows or haute couture photos, it's the abundant fashion weeks that get lukewarm reviews. Like a fashion connoisseur jokes, there's always have a fashion week somewhere, and it has little to do with a structured fashion calendar. However, it is not only the journalists alluding to problems for fashion week. From new surveys have shown that consumer interest in the global fashion weeks have declined significantly in the last five years.

Read the full article here >>

Photo: courtesy of KCD Worldwide

Is threat of a recession driving designers to go more minimalist?

April 2019 - Maximism has been admired for almost a decade now. In 2010, when the world began to recover from the fiercest economic downturn. crisis since the great recession, fashion designers returned to a maximalist aesthetics. Embellishments, bright colours, prints and the idea of wealth were celebrated again. And then Alessandro Michele came to Gucci, and voilá, maximalism was once again extremely popular. All Trends come and go, and also to the development of maximalist fashion must eventually come to an end. However, it's not just a question of coincidence that designers, particularly in New York and Great Britain, just now opt for a minimalist approach. Trump's policy and the Prime Minister Theresa May's continued failure with regard to the Brexit may hit both locations in a downward spiral.

Read the full article here >>

Photo: FashionUnited

How Japan mastered the art of experiential retailing

July 2019 - The future of shopping is at stake for retailers in embracing meaningful experience concepts, retail managers say. On a recent trip to Tokyo, Japan, I witnessed for the first time of retail with a soul. Inspiration and innovation were visible everywhere, or it was now in small boutiques in remote locations or at large boutiques. chain stores with huge budgets to innovate and surprise. In unlike other great fashion meccas, the Japanese breathe experiential retail. At department stores, fashion becomes fashion in a different way than the Western standard of shop-in-shops. At Beams it's offer professionally presented on the basis of colour and appearance, not on basis of brand. That's more in line with how consumers prefer shopping. And while you still have the same brands at different stores shops near the Prada monobrandstore will be located in the area. articles of the luxury brand not in one room, as a brand story, present.

Read the full article here >>

Photo: Ronald van der Kemp AW19 couture by Marijke Aerden

Why Haute Couture is more relevant than ever

July 2019 - The breeze from the couture week determines the wind direction of the fashion. That makes haute couture the ultimate creative ground for designers to show their craftsmanship and expertise without restrictions in terms of budget, time and commerce. Couture is at the heart of the ecosystem of the The Fédération de la Haute Couture et de la Mode states that the fashion industry (FHCM). Craftsmanship is a permanent access route between excellence in expertise and modern creativity - that innovation of production techniques embodies.

Read the full article here >>

Photo: dispersion of Christian boltanski (1991-2015) à la monnaie de Paris.

France to prohibit the destruction of unsold stock: who is going to pay for that?

August 2019 - The French government wants the destruction of unsold ban non-food products in the next two to four years. Premier Edouard Philippe announced the news in June and proclaimed it "an uniquely". The measure is a logical continuation of a roadmap that came about last year; a roadmap for a sustainable economy aimed at reducing waste and converting waste into new products. raw materials. The fashion industry is particularly affected by these measure. The destruction of unsold items is a common approach within the sector. An approach where luxury brands and large fashion conglomerates have always been very discreet about, and now always is being condemned more often after several scandals in recent years. light came.

Read the full article here >>

Photo: Isabel Marant menswear

Womenswear designers are launching men's collections: Will it work?

August 2019 - Women wearing men's garments has been longer just time. What hasn't been done that long is designers who make women's collections and now launch a line for men. Earlier had fashion labels that 'sounded' feminine or were named after their female founder no chance of (commercial) success on the men's modem market. But that time seems to be over. Designers like Stella McCartney, Isabel Marant, Nanushka, Lululemon and even Celine, The Row and Chanel have launched (or are going to launch) a men's line for the season autumn/winter 2019. And there's no question that they never would do if it didn't bring any financial benefit.

Read the full article here >>

Photo: Wikimedia Commons

Forget G7, slow fashion is the fast track to a bright future

August 2019 - François-Henri Pinault, CEO of luxury conglomerate Kering, this week unveiled the G7 Fashion Pact, an alliance of 32 fashion houses like Prada, Tapestry, Nike, Adidas and Burberry. The pact is committed to protecting the climate, biodiversity and the oceans. However, it remains to be seen what will become of the spectacular announcement. However, the truth is that we, as consumers, do not need committees, foundations or coalitions to take action. undertake. We can make a personal fashion pact, while those in the covenant is concerned with a blueprint for the future: we can embrace slow fashion. The term 'slow fashion' came up at the beginning of this century. the time the slow food movement broke through. Smaller collections, less seasons, less consumption: the answer to problems in the fashion industry seems to be in downsizes.

Read the full article here >>

Read more from the author: How to convince your friends to stop fast fashion Buy

Picture: Lululemon

Epstein affair: Unanswered questions left in the fashion industry

August 2019 - The Harvey Weinstein case has triggered the social “Me Too” movement that has barely faltered during its two year run since the scandal broke. However, this year the allegations against and untimely death of Jeffrey Epstein breathes new life into it, as well as leaves a lot of questions unanswered and justice not served. In this opinion piece, FashionUnited looks into some of these questions that the fashion industry need answers to.

Read the full article here >>

Also read:

This article was originally published on FashionUnited.NL, translated and edited by Kelly Press

Main image: Chanel picture: Bertrand GUAY / AFP



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Sunday, December 29, 2019

Retail inspiration: 6 international store concepts from the past 6 months

IN PICTURES A look at the competition, almost everyone does. How do they set up their shop, how is the routing and which style is chosen? Although some retailers are convinced that you should never look at someone else, the FashionUnited article 'Retail inspiration: 9 new store concepts of recent times' from July did well. That's why it was repeated: the same article format, but with the latest stores. For those who are looking for inspiration or simply want to look at pictures.

Nishi in Rotterdam

A striking store that opened in the last month of 2019: Nishi. The ant-sweet colours in the concept catch the eye and are above all Instagram-worthy. Nishi is decorated with 'kawaii' in mind, the Japanese style whose name literally translates to 'cute'.

Nishi doesn't just sell clothes, it has to function as a 'mini Japanese department store'. Beauty products, books, crockery and homeware are also part of the assortment. Besides shopping, you can also visit the bubble tea bar, the snack corner, the photobooth and a hairdresser.

Photos: Nishi / Wijnand van Till

Adidas' most digital shop ever

Adidas zooms in on the digital store. In London, the store was given a makeover and the brand renamed the store 'most digital store ever'. There are more than a hundred digital touchpoints, such as interactive mirrors in the fitting rooms, LED screens and a hypewall. The interactive mirrors allow customers to request information about the garment, as well as a request for another size that is sent to one of the employees.

Photos: Adidas/ Adidas LDN

Hot:Second

A physical store that only promotes digital products: Hot:second is that store. Unfortunately it was a temporary store in London, but the concept is definitely worth it. The aim of the pop-up was to remove the need for physical clothing and to test business models with digital clothing. By donating a physical garment, visitors are given a token with which they can try out garments in futuristic pods by means of a digital tailor.

Photo: Via Hot:Second

H&M

H&M again carried out various tests in the second half of the year. First of all there was Mitte Garten, the Swedish retailer's 'hyperlocal' new store. The store in the Mitte district of Berlin will open in October and offers a curated H&M range, as well as third party products and even vintage items. Seminars and yoga classes will also be held in the building, all to be as relevant as possible to the local resident. A month later the new Sergel Torg store opens in Stockholm. Here too, H&M has looked at the local customer and how she can serve them. Here you can find a beauty bar, repair service and even a clothing rental service, among many other things to make it as easy as possible for the customer.

Photos: H&M

Wood Wood

Danish brand Wood opened the very first international store at the end of the year. The brand already had five stores of its own in its home country, but chose London to make its international debut. And how? The store was designed by Spacon & X and draws inspiration from the streetwear culture. The store is full of playful features, such as a partition made of fringes or bricks on metal bars. Small intimate spaces are created in the large space and the Wood Wood store is worth a visit just for the store concept.

Photos: Via Wood Wood

Burberry

Who says logomania is over? At Burberry, partly due to the new logo, it's more topical than ever. It may not be Burberry's own shop, but it is the concept space within Nordstrom that the British brand has taken over. It is unfortunately only on display until the end of 2019, so interested parties should be quick. Burberry has five spaces in the department store at its disposal and has one space completely immersed in the new Thomas Burberry Monogram and the cafe covered with Nick Knight's Portrait of a Rose print.

Photos: Burberry newsroom

This article was originally published on FashionUnited.NL, translated and edited by Kelly Press



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Saturday, December 28, 2019

Loewe opens first retail store in New York City

Spanish fashion house Loewe has touched down in New York with a new retail location on Greene Street in SoHo. This is the luxury brand’s first store in the U.S. fashion capital.

Though Loewe first started as a collective of craftsmen creating high-quality leather goods, including its now-signature handbags, the brand expanded into ready-to-wear and accessories in 2013 under the leadership of creative director Jonathan Anderson, who is also the creative director of his namesake label, J.W. Anderson.

According to the New York Times, the store—titled Casa Loewe and designed under the concept of appearing like a collector’s —features everything from its cult-favorite puzzle bags, small leather goods, and shoes to clothes for both men and women.

Loewe's new store is located at 79 Greene Street.

Image: Loewe Facebook



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Friday, December 27, 2019

'Made in China' no longer a negative for consumers

"Made in China" may still evoke more off the rack than catwalk, but Chinese designers are slowly installing themselves in Paris, the fashion capital, as a part of an upscale march towards the lucrative luxury market, a segment that is increasingly made up of Chinese shoppers.

As Paris gears up for its next run of shows early in the new year, it is clear that Chinese designers have made it into the rarefied world of fashion. Think Guo Pei, the Chinese-born and trained couturier best known for the massive canary-yellow coronation cape worn by Rihanna that stole the show at the New York Met's 2015 gala.

Guo, who has a Paris boutique, will present her haute culture collection. Several other Chinese designers, such as Uma Wang, Masha Ma, Yang Li, Jarel Zhang, Dawei and Shangguan Zhe, will show their collections at the ready-to-wear shows in February.

"We're starting to see fashion coming from China aimed at the entire world and which is creating new ideas about the country -- a new 'Made in China' of quality and refinement," said Isabelle Capron, head of Chinese fashion group Icicle's Paris office.

Paris a 'springboard'

Founded in Shanghai in 1997, Icicle has 270 shops in China and generates 250 million euros (275 million US dollars) in annual sales. Under the label's back-to-nature ethos, it favours natural fabrics like cashmere, silk, cotton, wool and linen. It uses natural dyes made from onions, walnut bark, woad and tea to colour the clothes it makes in the three factories that it owns in China.

The Chinese firm opened its first international store in September in Paris in the heart of the city's "Golden Triangle" of luxury boutiques. "It's a springboard for our internationalisation," Capron said. "Paris is the capital of fashion, and the goal is to give our brand visibility," she added.

Even though many Western brands are produced in China, European consumers still view clothes tagged "Made in China" as being of mediocre quality. "Stereotypes are very tenacious: seven years ago when I said I was joining a Chinese group, some people looked at me and it was clear that 'the Chinese have no taste' and 'the Chinese are poor-quality manufacturers' were running through their heads," Capron said.

"But today, there has been a real swing, this new wave of Chinese brands is a tidal wave."

'Quality more important'

Designer Shangguan Zhe, founder of the Sankuanz label based in the Chinese port city of Xiamen, made his international debut in London in 2015. Now a regular at the Paris men's ready-to-wear shows, Shangguan said he has not encountered stereotypes or challenges based on his nationality from fellow designers.

"People from outside the industry are more likely to have these stereotypes," he told AFP in China. "People from within the industry are fully aware of the level China's manufacturing is at," he said, adding: "The quality is actually getting better and better."

Speaking to AFP from China, he said: "Paris is a very international stage. People don't really care where you came from... The product itself is more important."

'Neo-Chinese chic'

Shiatzy Chen, a fashion house founded in 1978 in Taiwan, produces its clothes in Shanghai and Taipei. It has staged shows in Paris for a decade and has a boutique in one of Paris's most exclusive streets.

Why Paris?

"Paris is the centre of Western fashion and the birthplace of the couture. A design studio in Paris, the heart of couture, helps us to explore complex Western construction techniques as well as stay on top the latest trends," Wang Chen Tsai-Hsia, who founded the fashion house and who has been dubbed the Coco Chanel of Taiwan, told AFP.

The label, which set itself a mission to create "neo-Chinese chic" through a fusion of East and West, has 70 boutiques throughout Asia. The collections marry traditional techniques with contemporary cuts.

"To be attractive, including for Chinese clients, a Chinese label cannot limit itself to boutiques at home, it must also be present in Paris, which fascinates" the Chinese, said luxury goods expert Eric Briones, noting that China today represents some 35 percent of the global luxury goods market. This "rise of a new 'Made in China' is just the start of a revolution, initiated by a young generation that wants to consume Chinese," said Briones, who co-founded the Paris School of Luxury.

"It is a return to favour for local brands which began with streetwear and is now spreading to luxury clothes," he added.(AFP)



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Thursday, December 26, 2019

Bombay Shirt Company to raise Rs 56.6 crore to boost business

Apparel and fashion startup Bombay Shirt Company plans to raise Rs 56.6 crore from early-stage venture capital firm Lightbox Ventures for automating its production and supply chain operations, and expanding its physical presence in 40 to 50 locations, in the next one and a half years. The company also plans to widen its menswear category, by including newer products like trousers and denim among others.

Founded in 2012 by Akshay Narvekar, Mumbai-based Bombay Shirt Company offers online tailor-made shirts to its consumers. Currently, the company has 16 stores across India, Dubai and New York. It offers personalised shirts curated for each and every customer while ensuring zero inventory and wastage. The company leverages technology to automate the entire process, thereby providing a seamless experience for its customers.

Consumer tech-focussed Lightbox Ventures was founded in 2014 by Sandeep Murthy, Siddharth Talwar and Prashant Mehta. Previously, the venture capitalist firm has backed many consumer tech companies, including Melorra Bags, Generico, Flintobox, Faasos and Droom among others. This is the latest investment, and the VC firm in September had closed its third India-focused investment fund at $209 million with the participation of 28 investors.



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Wednesday, December 25, 2019

Alberto Racca named new managing director of Miroglio Group

Alberto Racca is the new CEO of Miroglio Group. As stated in a statement, the appointment, approved by the Board of Directors which met on 19 December, is part of the strengthening of the role of the parent company Miroglio spa as an industrial holding company, which began at the end of 2018 with the appointment of Filippo Ferrua Magliani as Chairman.

"The appointment of Alberto Racca as CEO completes the renewal process started at the end of last year," said Chairman Filippo Ferrua Magliani. "The holding company has the task of exercising an active shareholder role, allocating resources to the operating companies, selecting key people to whom responsibilities are assigned, and ensuring control over the implementation of strategies and management choices," stressed the company's management.

"The appointment of Alberto Racca as CEO completes the renewal process begun at the end of last year. This is an important strengthening for the action of the Board of Directors, which will have a professional figure able to ensure supervision and a managerial and strategic link with the activities of the main subsidiaries Miroglio Fashion and Miroglio Textile", said Chairman Filippo Ferrua Magliani.

Racca, joined the Miroglio Group in October 2018 as Group strategy & transformation director. During these months he was responsible for strategic planning and portfolio management of subsidiaries. Graduated in Managerial Economics at the London School of Economics and Mba at the London Business school, the manager, continues the company's press release, has previously gained significant experience in McKinsey & Co. following corporate transformation projects and in Kkr-Pillarstone, participating in the definition of acquisition and investment plans and successful turnaround.

A few months ago the Miroglio Group renewed its corporate visual identity, in line with the new "soul" of the group, a company characterized by a solid industrial culture, with an eye to the future and an international vision.

The first new element is the logo, "where the "M", an effective visual synthesis of the new brand, is inspired by the movement of the fabric inside the printing cylinders, an expression of a dynamic and constantly evolving reality. The colour chosen is blue, the colour of the ink, of the design, of the printing, which has always been present in the company logo, now revisited with a new chromatic declination that refers to lapis lazuli, a precious stone used by the most important artists and painters over the centuries. The only chromatic exception is Miroglio Fashion's logo, which maintains black and white to best enhance the identities of the individual brands", the management underlines in the note.

The font is derived from "Quirinus", a design by Fonderia Nebiolo, an ancient Turin industry specialized in typographic fonts, which for its characteristics of excellence and geographical location recalls the reality of Miroglio. The particular font has been revisited in a contemporary key, while preserving a historical flavour. The new logo is the basis of the renewed identity and the entire graphic design of Miroglio Group, as well as the main subsidiaries, Miroglio Fashion and Miroglio Textile, for which customized and differentiated versions have been created. As for the new online look, both the Group's website and those of the two main associated companies have been completely revised.

This article was originally published on FashionUnited.IT, translated and edited by Kelly Press.

Photo: Alberto Racca, from Miroglio press office



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Tuesday, December 24, 2019

A look at the multi-layered designs of late Emanuel Ungaro

IN PICTURES Sunday the news came out that fashion designer Emanuel Ungaro passed away at the age of 86. Ungaro was known for his sometimes incoherent prints and different materials on top of each other. He mixed flowers and polka dots, stripes and squares often with bright colors and brought a lot of effect on the haute couture catwalk.

One of his first designs to be seen on the catwalk consisted of many layers on top of each other. The model wears trousers with a long tunic dress, on top of that a chasuble dress and another jacket. According to AFP 'the garments run smoothly into each other, without appearing heavy. The models must be able to move freely'. Take a look at some of Ungaro's designs over the years.

text continues below the images

Emanuel Ungaro mixes prints and materials in collections

In addition to haute couture, Ungaro launched ready-to-wear collections for women in 1968. A few years later followed by a line for men. Over the years, Ungaro built an empire. In addition to fashion, he launched perfumes, shoes and glasses. Until the fashion house was bought by the Ferragamo family in 1996.

From 2001, Emanuel Ungaro, married and father of a daughter, began to distance himself from fashion, leaving the artistic direction of ready-to-wear and accessories to his most important collaborator, Giambattista Valli.

Ungaro himself then designed a few more collections, but in 2004 he definitively withdrew from the world of haute couture, believing that it no longer corresponded to "the expectations of women today".

This article was originally published on FashionUnited.NL, edited and translated by Kelly Press

Images: Gerard Julien / AFP, Pierre Verdy / AFP, Thomas Coex / AFP



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Monday, December 23, 2019

H&M starts selling "tailor-made" shirts through H&M Lab platform

The Swedish multinational group H&M has just created a new platform under the name of H&M Lab. A digital portal, for now exclusively operative in Germany, through which it will market the latest services, its newest products and all the innovations created by its research "hub", The Laboratory. It will also be looking for new collaborations and projects with all kinds of emerging companies.

"With HMlab.de we have the possibility to present and offer access to all kinds of innovative products and services," says Oliver Lange, Director of H&MLab Germany. "This way we can see which ones have the highest approval rates and which ones are particularly well received by our customers. All this thanks to a platform designed "to test innovative products and services," they say from the company itself, which also promote the development of local startups linked to the retail sector. "Through joint creation with clients and emerging companies," they explain, "we want to develop products and services that our consumers will love and that will have a positive impact on building a more sustainable future.

In addition to offering its clients the possibility of acquiring some of its products from its pilot initiatives, the company will also give them the chance, through the platform, to participate in some of its trials. On which it will show its latest developments on a regular basis.

ZyseMe Custom Shirts

Among the first initiatives launched by the company with this H&M Lab is the "H&M Yours" project. This is a collaboration with German technology company ZyseMe - specialized in customization services - consisting in the manufacture of shirts adjusted to the measures of each client, made "as if they were made to measure".

"With the H&M Yours pilot project," Lange adds, "we are learning how we can individualize clothing while continuing to make it accessible to a wide range of customers in a sustainable way.

"ZyseMe brings customised production to the world of fashion," explains Bobby Östberg, founder and CEO of ZyseMe in a statement. He said that the company is "very proud" to be able to work together with H&M, while at the same time contributing to the development of more sustainable production techniques. "The fact that we can also offer customers added value at the same time is a very important milestone for us.

At a sales price ranging from 34.99 euros for "Easy Iron" models to 39.99 euros for Oxford models, this is the first time that H&M decides to sell fully customized garments. This is the first time that H&M has decided to sell fully customized clothing, a development that comes just a month after the company announced that it would begin to implement a similar program for making customized jeans on a larger scale. While continuing to drive greater circularity within the industry, through initiatives such as the new rental clothing programs it is launching in the Swedish and Chinese markets.

This article was originally published on FashionUnited.ES, edited and translated by Kelly Press

Photo Credits: H&M Lab, official website



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