H&M tests out voice and augmented reality tech

H&M this week showcased two new technology features during the Stockholm Fashion Tech Talks conference. 

H&M Home Stylist is a voice application which taps Google Assistant, providing personal styling suggestions, mood boards and inspiration for home design. This is being tested and developed with input from customers. Meanwhile, H&M’s Monki brand has partnered with HoloMe to test outfits worn by human holograms in augmented reality, accessible through a smartphone or tablet. 

"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,” says Elin Frendberg, H&M Group Business Development. 

"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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