H&M AI Clothing Try-On

For the H&M x Stella McCartney collection launch event in Lima, Peru, we created the world’s first real-time AI clothing try-on experience. Guests could instantly see themselves wearing digital versions of the new collection, turning the launch event into an interactive fashion moment powered by AI. The activation was developed in collaboration with Decart.ai and Proyecto Tregua.

Fashion launches often rely on visibility, displays, and campaign storytelling, but guests rarely get to experience the full collection in a personal way during the event. The challenge was to make the collection feel instantly accessible, interactive, and shareable — without requiring physical fitting rooms, sample changes, or long waiting times.

The goal was to make the H&M x Stella McCartney launch more interactive and engaging by letting guests experience the collection in real time. Instead of only viewing the new looks, visitors could virtually try on 40+ pieces from the collection, create personal fashion moments, and share the experience on social media. The activation helped connect the collection with self-expression while positioning the launch as an innovative fashion tech experience.

The loook.ai experience allowed guests to virtually try on more than 40 looks from the H&M x Stella McCartney collection in real time. Using AI clothing try-on technology developed with Decart AI, the mirror transformed each guest’s reflection live on screen, making it possible to switch between different outfits instantly. The activation made the collection feel dynamic, personal, and ready for social sharing.