H&M Hennes & Mauritz AB said June 5 that will test in select markets new technology features, including a voice application and human holograms.
The Swedish apparel retailer's voice app was developed in collaboration with Alphabet Inc.-owned Google Inc. The app, called H&M Home Stylist, provides personal styling suggestions for H&M Home and will feature a human voice. It will also provide mood boards and ideas for every room, according to the release.
Meanwhile, H&M's Monki brand partnered with U.K.-based augmented reality software developer HoloMe to create human holograms in augmented reality that can be accessed through a smartphone or tablet. The retailer said the holograms will run on minimal data usage, turnaround time and processing power.
During a trial, images of nine Monki garments were enhanced with digital effects, enabling viewers to monitor the clothes as being present in the room.
H&M will showcase the new features at the Stockholm Fashion Tech Talks, a conference on fashion digitization, which will be held June 5 at the Fotografiska Museum in Stockholm.
