H&M has launched a new immersive experience in Roblox called Loooptopia that lets players experiment with materials and patterns to create their own avatar wardrobes using the lens of circular fashion design.
At the heart of the Loooptopia interactive world is a city square where visitors can embark on play sessions in various alternate worlds, including Rainbooow Fields, Neon Studiooo and Fabric Fooorest. In these environments, users can gather a variety of fashion ingredients by engaging in mini-games, styling sessions, live events and more.
Users can then style their avatar with the newly created virtual clothes and complement their fashions with accessories, dance moves, music tracks and special effects. They can also catch up with friends to trade clothes and 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.
The H&M Loooptopia experience was created in partnership with metaverse studio Dubit.
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“People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds,” said Linda Li, Head of Customer Activation and Marketing for H&M Americas in a statement. “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.”
