H&M unveils ‘Loooptopia Experience’ on Roblox

H&M has launched its H&M ‘Loooptopia Experience’ in the metaverse, on virtual platform Roblox.

The new online experience is an interactive world which invites players to create virtual garments and wardrobes for their avatar, while experimenting with materials and patterns and learning about fashion and circularity.

Users can style their avatar with newly created clothes, along with accessories, dance moves, music tracks and special effects to create performances on the runway.

To promote circularity, players can also trade clothes with friends, as well as recycle old clothes to earn super-rare elements and become the “star of the runway show.”

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.


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“People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds,” H&M Americas head of customer activation and marketing Linda Li said.

“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 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.”

“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.”

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