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H&M unveils new cutting-edge technology features

H&M has unveiled two new cutting-edge technology features during Stockholm Fashion Tech Talks, a state-of-the-art conference on fashion digitisation.

FASHION

H&M unveils new cutting-edge technology features

H&M has unveiled two new cutting-edge technology features during Stockholm Fashion Tech Talks, a state-of-the-art conference on fashion digitisation.

Working with Google, the retailer has developed a voice app for H&M Home in selected markets.

Called H&M Home Stylist, the voice app provides personal styling suggestions, mood boards and inspiration for rooms in the home which users can access by asking the Google Assistant to talk to H&M Home Stylist on the phone. The app is currently being tested and developed with input from H&M customers.

In addition, H&M’s Monki fashion brand has teamed up with HoloMe to create high definition human holograms in Augmented Reality which have gone on test this month.

Accessed through a smartphone or tablet with minimal data usage, turnaround time and processing power, the technology allows the user to see images of nine selected Monki outfits that are enhanced with digital effects. This enables them to view the garments in greater detail and experience the holograms as being present in the room.

Speaking on behalf of H&M, Elin Frendberg said: "The two cases that we are announcing and testing are illustrations of cutting edge technology in our field. 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."

Stockholm Fashion Tech Talks are held in conjunction to the Brilliant Minds/Symposium Stockholm.

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