Players are given the liberty to experiment with patterns and materials, using their creativity to create unique virtual garments for avatars. The 3D experience is filled with engaging environments, mini-games, styling sessions and events where players can gather fashion ingredients for their virtual wardrobes. Participants can visit one of H&M’s many virtual worlds which include Rainbooow Fields, Neon Studiooo and Fabric Fooorest.
"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 and Metaverse for H&M, in an official statement.
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," he added.
The catch? When it comes to changing up their style, users must recycle old clothes with which they can earn rare clothing elements to elevate their outfits. Players can also trade clothes with other users, encouraging the concept of circular fashion.
This is not the first time H&M has made sustainability a focal point while exploring virtual reality. They launched a metaverse-inspired collection in December last year with clothing made from recycled polyester fibers from their existing in-store collection.
The collection was part of the H&M Innovation Stories marketing initiative, which aimed to promote sustainability through materials, production methods and technologies.
Sustainability has become a key philosophy for the fashion brand, which is beginning to fully immerse itself in the online world.
"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," says Linda Li, Head of Customer Activation & Marketing, H&M Americas.
"In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities." Li added.