H&M has announced the launch of the H&M Loooptopia Experience in collaboration with Roblox. The worldwide clothing brand is assisted by Dubit, a UK-based metaverse game studio, to create a world that lets players experiment with materials and patterns to assemble the next virtual garment and wardrobe.
Loooptopia allows users to style their avatars with clothing, accessories, dance moves, music tracks, and special effects. Dubit stated that there are already more than 40,000 individual clothing items within the platform, which will surely rise over time.
Linda Li, Head of Customer Activation and Marketing at H&M Americas, made comments about the new platform:
“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.”
CCO of Dubit, Andrew Douthwaite, also added:
“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.”
Roblox and H&M shared they aimed to create an experience that features social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events, and more. The platform features a lively atmosphere for users to experiment with their digital identity and learn about fashion.