“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,” said 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.”

At the heart of the interactive world is a vibrant city square which sets the stage for visitors to embark on play sessions in visually stunning alternate worlds, and gather a variety of fashion ingredients by engaging in mini-games, styling sessions, live-events and more. 

“At H&M we want to encourage the emerging generation of digital natives to express themselves through fashion both off and on screen. 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,” added Max Heirbaut, global head of brand experience, metaverse, for H&M.