H&M's Monki tests new AR-based hologram tech

H&M is diving deeper into technology solutions and showcased two new “cutting edge” technology features during fashion digitisation conference Stockholm Fashion Tech Talks on Tuesday.


H&M's Monki customers could soon buy products online after visualising them using hologram technology

The giant Swedish retail group’s Monki brand has partnered with HoloMe “to explore a unique creation of high definition human holograms in augmented reality,” which it’s testing from this week.

And in a deal with Google, it has also developed a voice app for H&M Home in selected markets – one of the first voice applications to be released within the fashion and interiors segment. 

The company said it “constantly” works on innovations that “create extraordinary customer experiences” and the fashion industry is changing fast so technology is “more important than ever as an enabler in adapting to an ever-changing society.”

The Monki x HoloMe development is particularly interesting, after all, AR-based high-definition human holograms that are accessible through a smartphone or tablet aren’t exactly common features of many retailers’ tech offers at the moment. The company said it also comes with minimal data usage, turnaround time, and processing power. 

For the test, images of nine selected Monki outfits have been enhanced with digital effects, allowing the viewer to see the garments in detail and “experience the holograms as being present in the room.”

Meanwhile, H&M Home Stylist is a voice application from Google Assistant, which provides personal styling suggestions, moodboards and inspiration for any room in the home – all accessible when customers asks the Google Assistant to talk to H&M Home Stylist on their phones. 

And to make the experience more personal the application will have an exclusive human voice. The company also said it will be tested and developed with input from its customers.

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