H&M has teamed up with ROBLOX and metaverse studio Dubit to create an interactive online experience that allows consumers to experiment with fashion materials and designs, and is described as roundness being the essence of fun.
H&M explains that it allows consumers to experiment with their digital identity and gain greater knowledge about fashion and circularity while enjoying a playful environment on the immersive Roblox 3D platform.
Linda Li, head of customer activation and marketing, H&M Americas suggests that in the coming years, H&M will continue to explore the rapidly growing scope of virtual and augmented reality.
He says: “People who shop and wear H&M clothing and accessories are increasingly spending time in virtual spaces and digital worlds. The H&M Loooptopia Experience on Roblox now allows us to explore new ways to engage with our existing and new customers in the places they love, online and offline.”
Andrew Douthwaite, Commercial Director of Dubit, adds: “H&M wanted to offer an experience that promotes fun and sustainability, in line with their brand DNA of style, creativity and culture.”
What is the goal of H&M’s Roblox circular game?
The game features a town square that is said to set the stage for visitors to embark on alternate world games such as Rainbooow Fields, Neon Studiooo, and Fabric Fooorest.
Consumers can collect various fashion ingredients by engaging in mini-games, styling sessions and live events.
The idea is for consumers to style their virtual selves or “avatars” in newly created garments and accessorize them with accessories, dance moves, music tracks and special effects for the runway.
Consumers can also meet up with friends to swap outfits, take selfies, or admire each other’s creations.
When it’s time to try out a new style, consumers are encouraged to recycle old clothes to get super rare elements and become the star of the runway show.
“At H&M we want to encourage the next generation of digital natives to express themselves through fashion both off and on screen. The H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and allows players to create and evolve their virtual wardrobe on Roblox, so they can feel as themselves as possible through their avatar,” adds Max Heirbaut, Global Head of Brand Experience, metaverse , for H&M.
Last month (December 2022), H&M teamed up with social media platform Snapchat to launch a digital collection powered by Snap Camera.