H&M Launches Loooptopia, an Immersive Roblox Experience Where Fans Find Their Digital Fashion Identity

With metaverse and social gaming channels becoming increasingly part of our culture, H&M is creating an immersive experience for Roblox where fans can discover their digital fashion identity. Obviously, we see this with the younger generation, but also across all ages, says Linda Li, Head of Customer Activation and Marketing, H&M Americas.

When we think about our target customer, it is someone who is digitally savvy and someone who wants to build their own identity with fashion, both in real life and through the metaverse, Li added. It makes perfect sense for us to want to be involved in the metaverse in some way. This is very exciting to us 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 a lot of people have explored, makes a lot of sense to us.

Roblox allows players to experiment with materials and patterns in a fun way by visiting different worlds such as Rainbooow Fields, Neon Studiooo, Fabric Fooorest, and Utopia City, where it’s easy to create clothes and the next virtual wardrobe for their avatar.

Partnering with metaverse studio Dubit, H&M’s new interactive online experience also puts circular action at the center of the fun. Aesthetics, fashion and the world are intertwined in a very playful way, says Li. The whole idea is fashion, but there’s also discoverability, customization, and sustainability, which is great for us. We really believe in it. Bottom line for H&M.

As a fast fashion brand, H&M has received a lot of criticism for producing large quantities of cheap clothes. Retailers have embraced circularity in recent years with various recycling programs.

Users were running around in these various worlds, said Li. We have one called Rainbow, which is called Fabric Forest and basically, the aesthetic is all very colorful and very eye-catching. Utopia City looks like a city, we have Neon Studios, which is neon in color, and we have Fabric Forest, which looks like a jungle.

Users can collect items such as raw materials to create thousands of clothing combinations, Li added. They can show it off on the catwalk and mix and match styles to create new outfits. They can swap styles with their friends. In terms of sustainability, not only can they trade with their friends and then win prizes, there is also the recycling option, which is in the heart of Utopia City. It rewards our players. They recycle their clothes, then collect more rare items and prizes and rewards to enhance their experience in the game.

The whole idea, I think, is, the world is fun, it’s colorful, it’s interesting, Li said. All of that comes through the game experience, but how it relates to H&M is fashion, identity and expression, and of course, sustainability.

We really hope that there is greater awareness about sustainability in general and in particular how fashion and sustainability are intertwined, said Lid. The younger generation is playing this game, so the idea of ​​exposing the younger generation to sustainability, and circularity, is also fantastic.

H&M plans to spread the word about Looptopia. We’re obviously going to be communicating extensively with our existing customer base and are very open to the idea that we’re going to get a lot of curious users on Roblox itself.

The game will update occasionally, said Li, adding, “We don’t have a precise cadence or time frame in terms of when updates will occur. We obviously want to get feedback and input on the user experience. We have to be able to change experiences and change experiences over time. One thing we definitely think about is having the ability to create and augment worlds to continue to provide innovative fun experiences for our customers.

Roblox has been popular in the fashion industry. Claires, Gap, American Eagle, Forever 21, and Nike have all launched unique Roblox experiences. Fancy cast also fishes Roblox time. Ralph Lauren, Givenchy, and Gucci have also created experiences on Roblox.

We are very excited about the game, said Li. We are passionate about providing our customers with new ways to interact with H&M and our brand. We are passionate about exploring new experiences for our existing customers as well [new] customer. So we’re looking forward to launching and getting customer feedback and exploring ways to continue learning and growing in the metaverse.