H&M launches digital fashion experience on Roblox

Fashion retailer H&M has launched the H&M Loooptopia Experience on Roblox to allow users to experiment with digital fashion on the virtual gaming platform.

Loooptopia allows players to collect a variety of fashion ingredients by engaging in mini-games, styling sessions, live-events and more. Users can style their avatar with newly created clothes, and compliment these with accessories, dance moves, music tracks and special effects to create an amazing performance on the runway, H&M said in a January 4 statement.

At the heart of the interactive world is a vibrant city square where visitors can embark on play sessions in alternate worlds such as Rainbooow Fields, Neon Studiooo and Fabric Fooorest, it said.

The project also aims to promote circular actions by allowing users to recycle old digital clothes to earn super-rare elements and become the star of the runway show. H&M is partnering with metaverse studio Dubit in Loooptopia.

“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,” says Linda Li, head of customer activation and marketing, H&M Americas. 

“In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities,” Li said.