H&M has launched its H&M Loooptopia Experience on “Roblox,” an immersive experience that lets players experiment with materials and patterns to create the next virtual garment and wardrobe for their avatar. The experience was created with metaverse studio Dubit. 

“People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds,” says Linda Li, head, customer activation and marketing, 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. In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”  

Avatars as featured in Looptopia.

The H&M Loooptopia Experience on “Roblox” is an immersive 3D experience filled with social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events and more.  It allows users to experiment with their digital identity and learn about fashion and circularity in a fun, creative, and playful environment on the Roblox platform. 

“We loved collaborating with H&M to build the H&M Loooptopia Experience on ‘Roblox’- the place on ‘Roblox ‘where anybody can be a fashion designer,” says Andrew Douthwaite, chief commercial officer, Dubit. “H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of Style, Creativity and Culture. It's been amazing to see the concept evolve from the initial design and workshop through to this iconic launch.” 

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Part of the interactive world is a city square which sets the stage for visitors to embark on play sessions in alternate worlds like Rainbooow Fields, Neon Studiooo and Fabric Fooorest. In these environments, users can gather a variety of fashion items by engaging in mini-games, styling sessions, live events and more. Users can style their avatar with newly-created clothes, accessories, dance moves, music tracks and special effects to create a runway performance. They can also catch up with friends to trade clothes, take selfies. When it's time to change up a style, they can recycle old clothes to earn super-rare elements and become the star of the runway show. 

“At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen,” says Max Heirbaut, global head, brand experience, metaverse, H&M. “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.”