Sweden-based clothing retail company H&M has collaborated with Google to develop a voice app, Home Stylist, for its Home stores.

To be launched in select markets, the solution is claimed to be the first for the fashion- and interior segment.

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H&M Home Stylist is designed to offer personal styling suggestions, mood boards and inspiration for every room in a house.

Customers can access the application, which will have an exclusive human voice, through Google Assistant installed on their phone.

The company plans to test and develop the app further with input from its customers.

H&M Group business development Elin Frendberg said: “At H&M group, we constantly work on innovations that create extraordinary customer experiences.

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“The two cases we are announcing and testing are illustrations of cutting-edge technology in our field."

“The fashion industry is changing fast and technology is more important than ever as an enabler in adapting to an ever-changing society.”

The fashion retailer’s Monki brand will also explore the development of high-definition human holograms in augmented reality through a partnership with HoloMe. It is currently in the testing phase.

Accessible through a smartphone or tablet, the companies have selected nine images of Monki outfits to enhance them with digital effects, enabling the viewer to monitor and experience the garments’ details through holograms.

Frendberg added: “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.”