H&M Group is set to showcase two new “cutting-edge” technology features during Stockholm Fashion Tech Talks, the conference on fashion digitisation, which have been created in collaboration with Google and HoloMe.

Elin Frendberg, H&M group business development, said in a press release: “At H&M group we constantly work on innovations that create extraordinary customer experiences. The fashion industry is changing fast and technology is more important than ever as an enabler in adapting to an ever-changing society.”

The first technology feature is H&M Home Stylist, which has been created in collaboration with Google. The voice application from Google Assistant provides personal styling suggestions, mood boards and inspiration for every room in the home, states the retailer, and will mark the first voice applications to be released within the fashion and interior segment.

The app will be accessible when you ask the Google Assistant to talk to H&M Home Stylist on your phone, and to make the experience even more personal the application will have an exclusive human voice. The retailer added in a statement that the H&M Home Stylist will be “tested and developed” with input from its customers.

In addition, the H&M group brand Monki has partnered up with HoloMe to explore the creation of high definition human holograms in Augmented Reality, which will go in test today and will be accessible through a smartphone or tablet with minimal data usage, turnaround time, and processing power.

The app will offer images of nine selected Monki outfits, which have been enhanced with effects in 3D, allowing the viewer to monitor the garments in great details and experience the holograms as being present in the room.

Frendberg added: “The two cases 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.”

 

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