H&M has launched the H&M Loooptopia Experience on Roblox. H&M Looptopia is an immersive experience on Roblox that lets players experiment with materials and patterns in a playful way, creating the next virtual garment and wardrobe for their avatar. Partnering with metaverse studio Dubit, H&M’s new interactive online experience also puts circular actions at the heart of the fun. 

The H&M Loooptopia Experience on Roblox is an immersive 3D experience that includes social interaction, engaging environments, mini-games, styling sessions, alternate worlds, events and more. It’s designed to allow  users to experiment with their digital identity and learn about fashion and circularity in a fun, creative, and playful environment.  

At the heart of the experience is a vibrant city square which sets the stage for visitors to embark on play sessions in alternate worlds such as Rainbooow Fields, Neon Studiooo and Fabric Fooorest. In these environments, users can gather a variety of fashion ingredients by engaging in mini-games, styling sessions, live-events and more. Users can style their avatar with newly-created clothes, and compliment these with accessories, dance moves, music tracks and special effects. They can also catch up with friends to trade clothes, take selfies or just 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.

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