H&M gets tech-friendly with Google stylist app and AR fashion holograms


  • TECH
  • Friday, 08 Jun 2018

A H&M clothing store is seen in Washington, DC, December 21, 2016. / AFP PHOTO / SAUL LOEB

H&M has teamed up with Google to create a voice app personal home stylist. 

The Swedish fast fashion retailer has been working with the tech giant on the H&M Home Stylist, an application from Google Assistant with a human voice that offers suggestions, mood boards and interiors inspiration for the home. 

The H&M Group's fashion brand Monki has also joined forces with HoloMe, a company that specialises in augmented reality, high-definition human holograms. The collaboration sees nine different Monki outfits brought to life in 3D hologram format, accessible via a smartphone or tablet and giving viewers the chance to inspect the clothes in detail. 

Both projects were showcased during the fashion digitalization conference Stockholm Fashion Tech Talks on June 5 and are currently being tested by the company. 

“The fashion industry is changing fast and technology is more important than ever as an enabler in adapting to an ever-changing society,” said Elin Frendberg, H&M group Business Development, in a statement. “We are really excited and proud to soon release our first voice stylist for H&M Home and to be able to explore a world with a unique Hologram/Augmented Reality experience for the Monki customer.” 

HandM is not the only big high-street name seeking out tech-forward ways to reach shoppers. Earlier this year, fast fashion giant Zara unveiled a London pop-up store featuring a digital “recommendation system” that allowed customers to scan an item, before the system offered up several additional garments for styling with the piece in question, displaying the information on screens embedded into the store's mirrors. — AFP Relaxnews

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