H&M Launches Immersive Digital Fashion Experience

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H&M has debuted an immersive experience for Roblox fans that allows users to discover a digital fashion identity in the metaverse.

Loooptopia is geared toward both young and older customers, according to a press release.

“Obviously, we see this with the younger generation, but it’s across all ages as well,” Linda Li, head of customer activation and marketing, H&M Americas, said in the release.

“It just made a lot of sense for us to want to be involved in the metaverse in some way. It’s very much in our interest and our DNA in the sense that we are a progressive, always learning, always curious fashion company. To be able to join a place like Roblox, which we know so many people are exploring, very much made sense for us.”

The Roblox platform is an online game and game creation system and has become a focus point for fashion retailers including Gap and Nike.

With the H&M experience, which has several “worlds,” including Rainbow and Utopia City and Fabric Forest, users can play with patterns and materials for creating virtual garments for their avatars.