H&M connects on and offline worlds with new gaming experience on Roblox

The immersive experience engages the digital native generation, promoting sustainability and users’ fashion identities on and off the screen.

H&M is connecting with the digital native generation with a new immersive Loooptopia Experience on Roblox. 

Created in partnership with metaverse studio Dubit, H&M Loooptopia, lets players experiment with materials and pattern, 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,” said Linda Li, Head of Customer Activation & Marketing, H&M Americas. “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.” 

H&M’s Global Head of Brand Experience, Metaverse, Max Heirbaut added: “At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen.”

Many retail brands are testing the waters with virtual shopping experiences, including Nike and Zara, alongside luxury brands like Balenciaga, opening up new consumer touchpoints and performance marketing channels in the process.

The immersive 3D experience includes social interaction, mini-games, styling sessions, alternate worlds and events. Users can experiment with their digital identity and learn about fashion and circularity on the Roblox platform, connecting people through immersive shared experiences.

“H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of Style, Creativity and Culture,” commented Andrew Douthwaite, Chief Commercial Officer, Dubit.   

The interactive world centres around a city square which sets the stage for visitors to embark on play sessions in alternate worlds. They can trade clothes with friends, 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 super-rare elements and become the star of the runway show.