H&M has announced its foray into the metaverse with its “Loooptopia Experience” on Roblox.
The virtual experience seeks to promote fashion in the digital world by allowing visitors to play and design virtual clothing and outfits for their avatars.
The virtual world is divided into three realms – Rainbooow Fields, Neon Studiooo, and Fabric Fooorest – where users can play various mini-games, attend live events, and engage in styling sessions.
Within the space, users can engage and chat with others, trade clothes, take selfies, and recycle old clothes to earn XP and coins.
“At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen,” said Max Heirbaut, Global Head of Brand Experience, Metaverse, for H&M.
The H&M Loooptopia Experience seeks to unlock creativity by allowing users to create their virtual wardrobes on Roblox and express themselves as they would in real life.
Although this is H&M’s first virtual experience on Roblox, it is not the fashion brand’s first foray into Web3. It debuted “H&M Innovation Metaverse Design Story” in November, a phydigital collection and interactive metaverse experience that merged three concepts: circular fashion, clothes rental, and the metaverse.
