• by Colin Kirkland , January 4, 2023

Global fashion brand H&M has announced the launch of the “Loooptopia Experience” on popular Metaverse computer game Roblox. Partnering with metaverse studio Dubit, Loooptopia enables players to create H&M-branded fashion items for their Roblox avatars.

Roblox's recent Metaverse fashion report shows that two-thirds of users are interested in brand-name Roblox items.

In addition, people who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds, according to Linda Li Steiner, head of customer activation and marketing at H&M Americas.

"The H&M Loooptopia Experience on Roblox is now allowing us to explore new ways to engage with our current and new customers in the places they love to be, both online and offline,” Steiner said in a recent statement, adding that H&M will continue to explore the fast-growing expanse of virtual and augmented realities.

H&M&'s interactive Roblox world features a vibrant city square that sets the stage for visitors to embark on play sessions in visually alluring alternate worlds, such as “Rainbooow Fields,” “Neon Studiooo,” and “Fabric Fooorest” -- environments users can explore to gather a variety of fashion ingredients via mini-games, styling sessions, and live events.

Users will be able to style their avatars with newly created clothes and accessories, along with dance moves, music tracks and special effects, to create runway-ready performances. They can also meet up with friends to trade clothes, take selfies or simply admire each other's outfits.

When players are ready to change up their style, they can recycle old clothes to earn new “super-rare” items.

“H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of style, creativity and culture,” says Andrew Douthwaite, chief commercial officer at Dubit.