H&M has launched its first-ever virtual fashion collection, showcasing its ambition to make virtual fashion accessible to everyone. The collection, created in collaboration with virtual clothing platform Dress-X, will only be available through a competition on its website. Consumers from the UK, US, India, Germany and France can win one of the three virtual outfits by submitting a fun and innovative name for the outfits.

During the first week of February, a jury with representatives from the Swedish retail giant will select three winners to submit a photograph of themselves where the virtual garment will then be digitally tailored to their body, complete with moving animation effects.