The stars stepped out in their best pieces for the 2022 Fashion Awards last night. It’s one of the biggest red carpet moments on the calendar, and a great excuse to pull out all the stops.
However, a handful of stars have cast aside Gucci, Louis, Fendi and Prada in favor of something a little more meta. Yes, the metaverse has infiltrated fashion and partnered with H&M.
Irina Shayk, Kim Petras, Lucien Laviscount, Shay Mitchell, Manu Ríos, Pom Klementieff, Eli Brown, Joy Crookes, Leomie Anderson and Alva Claire showed up at the 2022 Fashion Awards wearing the cutting-edge Innovation Metaverse Design Story collection by H&M, which focuses on innovation and sustainability.
One of the most talked about looks from H&M x Metaverse’s star-studded wearer picks came from Irina Shayk, who’s a longtime supporter of the Fashion Awards. “[The BFAs are] an opportunity for me to show my support not only for the arts, but also for emerging designers and support the growth and success of the British fashion industry,” she told the Evening Standard, “particularly the young students who benefit more than the foundation.”
Discussing her attire, Shayk said, “I love dressing up for the red carpet and am enjoying exploring a more flamboyant sense of style at the moment. It’s so exciting to be able to wear a beautifully crafted and sequined H&M evening dress, and I love that it’s made from recycled plastic bottle waste.”
Shayk’s shimmering chocolate peplum dress, embroidered with thousands of sequins, was forged 100% from plastic bottle waste, and the sequins came without the usual metallic coating, making it easier to recycle. He thinks of the chic Christmas party, without ecological guilt.
And to Shayk, the BFAs are exactly that: a party. “With everything going on in the industry and in our world,” she says, “it’s important to remember to celebrate the joyous moments and things that have brought us individual joy this past year, especially the creative talents that have helped create those feelings.” and take your mind off our personal struggles and as a larger community.
The Russian-born, New York-based supermodel and TV personality also took time to express her love for London as the fashion capital of the world. “I think like New York, London is a creative hub for designers and talent. It’s a venue that encourages a lot of cultural crossovers that are really showcased in the shows, in the street style and here at the BFA.”
Shayk’s look is not only sustainable, but attainable. The dress goes on sale on H&M’s website on 8 December for £149.99 and can be rented through H&M’s new rental department at its Regent Street flagship store from just £40.
Her looks, chosen by her H&M x Metaverse-wearing mates, will also be up for grabs, including TikTok favorite Kim Petras’ woven little black dress made from 100% recycled ribbons and actor Emily’s two-piece in Paris Lucien Laviscount, with the top made of single-fibre fabric and trousers also made from recycled ribbons.
It would be rude not to take a look, right?
The Innovation Metaverse Design Story will be on sale in select stores and online at hm.com from 8 December