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H&M launches ‘Loooptopia’ game on Roblox to highlight circular fashion

High street  fashion retailer H&M launched the Loooptopia Experience on Roblox, an immersive game that lets players experiment with materials and patterns to create virtual garments for their avatar. Partnering with metaverse studio Dubit, the new online experience also puts circular actions at the heart of the fun. 

At the heart of the interactive world is a vibrant city square which sets the stage for visitors to embark on play sessions in visually stunning alternate worlds like 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 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. They can also catch up with friends to trade clothes, take selfies or just admire each other’s latest creations. 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.

Linda Li, Head of Customer Activation & 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.

Andrew Douthwaite, Chief Commercial Officer, Dubit, commented: “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. 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.” 

Max Heirbaut, Global Head of Brand Experience, Metaverse, for H&M, added: “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.” 


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