News article

Welcome to a new era of design. This is how H&M Group explores new engaging ways of designing fashion

H&M Group teams up with Disney to offer an immersive experience at the H&M store in Harajuku, Tokyo, in which customers will be able to customize a t-shirt with prints from the Star WarsTM saga.

11 Dec, 2019

The Redesign Lab, available from December 12th at the H&M store in Harajuku, will offer our customers the opportunity to take on the role of a designer and customize a garment with prints from Star Wars saga using augmented reality glasses, blending the real and virtual world.

“We are very excited to bring this experience to life for the first time in one of our stores. It is a great example of how technology can help giving a garment an added value through product customization and on-demand production. This will allow future business models to be more sustainable by avoiding over production and creating meaningful products that will be loved and cared for longer,” says Lucas Seifert, Country Manager for H&M Japan.

Example for design images

This immersive experience is an example of new engaging ways of designing fashion that H&M Group is testing through enhanced customer experiences in our stores and new technologies. In addition to that, by giving H&M customers the chance to customize a garment from our existing range and by testing on-demand production solutions, we avoid over production of garments, which ultimately leads to savings on water and CO2 emissions.

STAR WARS and related properties are trademarks and/or copyrights in the United States and other countries, of Lucasfilm Ltd. and/or its affiliates. © & TM Lucasfilm Ltd.

H&M Group uses cookies to give you the best experience on our website. If you continue to use our services, we'll assume that you're happy with this. Find out more about cookies.