Fashion Awards 2022: you can rent Irina Shayk’s H&M dress for £35

The stars stepped out in their finest garments for the Fashion Awards 2022 last night. It’s one of the most important red-carpet moments in the calendar and a prime excuse to pull out all the stops.

Yet, a handful of stars tossed aside the Gucci, Louis, Fendi, and Prada in favour of something a bit more meta. Yes, the metaverse has infiltrated fashion — and it’s done a collaboration with H&M.

Irina Shayk, Kim Petras, Lucien Laviscount, Shay Mitchell, Manu Ríos, Pom Klementieff, Eli Brown, Joy Crookes, Leomie Anderson, and Alva Claire all turned up to the 2022 Fashion Awards wearing H&M’s cutting-edge Innovation Metaverse Design Story collection, which focuses on innovation and sustainability.

One of the most talked about looks from the selection of starry H&M x Metaverse wearers came from Irina Shayk, who is a longtime advocate for the Fashion Awards. “[The BFAs are] a chance for me to show my support not only for the arts, but to the emerging designers and support the growth and success of the British fashion industry,” she told the Evening Standard, “specifically the young students who benefit the most from the foundation.”

Speaking about her outfit, Shayk said: “I love dressing up for the red carpet and I’m enjoying exploring a more flamboyant sense of style at the moment. It feels really exciting to be able to wear a beautifully constructed H&M evening dress embellished with sequins, and I love that it’s made from recycled plastic bottle waste.”

Shayk’s shimmering chocolate peplum gown embroidered with thousands of sequins was forged from 100 per cent plastic bottle waste and the sequins came without the usual metallic coating, making it easier to recycle. Think Christmas party chic — without the eco guilt.

And for Shayk, the BFAs are exactly that — a party. “With everything happening throughout the industry and our world,” she says, “it is important to remember to celebrate the joyous moments and things that have brought us each individual joy this past year, especially the creative talents that have helped create these feelings and take our mind off of our struggles personally and as a wider community.”

The supermodel and TV personality, who is Russian-born but lives in New York, also took time to express her love for London as a fashion capital of the world. “I think, similar to New York, London is a creative hub for designers and talent. It is a place that encourages a lot of cultural crossover which is really displayed during the shows, in the street style and here at the BFAs.”

Shayk’s look is not only sustainable — but attainable. The dress goes on sale on the H&M website on December 8 for £149.99, and can be rented via H&M’s new rental department at its Regent Street flagship store for just £35 for seven days.

Her looks, chosen by her fellow H&M x Metaverse wearers, will also be up for grabs, including TikTok favourite Kim Petras’s woven little black dress, made from 100 per cent recycled ribbons, and Emily in Paris actor Lucien Laviscount’s two-piece, with the top made from mono-fibre fabric and the trousers also sourced from recycled ribbons.

It would be rude not to have a little browse, right?

The Innovation Metaverse Design Story goes on sale in selected stores and online at hm.com from December 8.