H&M launches experience on Roblox to help fans discover their digital fashion identity
H&M has launched a new immersive experience on Roblox that enables players to experiment with materials and patterns to create a virtual garment and wardrobe for their avatar.
In a partnership with metaverse studio Dubit, H&M Loooptopia also puts circular actions at the heart of the fun.
The 3D experience features social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events and more.
Linda Li, head of customer activation and marketing, H&M Americas, said: “People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds. 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, In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”
The experience features a city square where visitors can embark on play sessions in alternate worlds like Rainbooow Fields, Neon Studiooo and Fabric Fooorest. Visitors can use the environments to gather a variety of fashion ingredients by engaging in mini-games, styling sessions, live-events and more.
They can then style their avatar with newly created clothes, and compliment them with accessories, dance moves, music tracks and special effects to create a performance on a runway. Users can also catch up with friends to trade clothes, take selfies or just admire each other’s latest creations.
When they are ready to change a style, they can recycle old clothes to earn “super-rare” elements and become the star of the runway show.
Max Heirbaut, global head of brand experience, metaverse for H&M, said: “At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen. H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and lets players create and evolve their virtual wardrobe on Roblox, so they can feel the most like themselves through their avatar.”