H&M partners with Dubit to build immersive Loooptopia Experience on Roblox

H&M has launched a H&M Loooptopia Experience on Roblox.

The result of a partnership with metaverse studio Dubit, this lets players experiment with materials and patterns creating the next virtual garment and wardrobe for their avatar.

"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, we will continue to explore this fast growing expanse of virtual and augmented realities."

According to a press release, the experience also allows users to “learn about fashion and circularity in a fun, creative, and playful environment on the Roblox platform that's connecting millions of people through immersive shared experiences, all while encouraging creativity and self-expression”. 

"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," says Andrew Douthwaite, Chief Commercial Officer, Dubit.

"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."

At the heart of this initiative is a city square which sets the stage for visitors to embark on play sessions in alternate worlds like Rainbooow Fields, Neon Studiooo and Fabric Fooorest.

In these environments, users can gather a variety of fashion ingredients by engaging in the likes of mini-games, styling sessions, and live events.

They can style their avatar with newly created clothes, and compliment these with accessories, dance moves, music tracks and special effects to create a performance on the runway.

They can also catch up with friends to trade clothes, take selfies or admire each other's latest creations. When it's time to change up a style, they can recycle old clothes to earn rare elements and become the star of the runway show.

“We want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen,” says Max Heirbaut, Global Head of Brand Experience, Metaverse, at H&M.

“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.”