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H&M

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Serving since 1947

The pace of the season.

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21 hours ago

H&M’s ongoing creative initiative, anchored in discovering and building the bridge between traditional and modern resources. Venturing into new territory, the initiative explores the use of AI, introducing digital twins of professional models as both a creative extension and a behind-the scenes look at the artistic process. Each AI-generated double is developed in close collaboration with the model, who retains full control over their digital counterpart. Throughout the fall, several creative expressions will be unveiled across different cities, exploring the possibilities of visual storytelling in close collaboration with the creative team. Still in its early, explorative phase, this serves as a primary fragment of an exciting, ongoing journey.

Horizontal mode.

Accessorise to the max.

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7 days ago

Recharging. Three ways, three looks.

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8 days ago

Summer, we’re ready for you.

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8 days ago

Less is more. Breezy staples only.

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9 days ago

The elevated summer rotation.

Monochromes forever.

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