H&M has debuted an immersive experience for Roblox fans that allows users to discover their digital fashion identities in the metaverse.
According to a press release, Loooptopia targets both young and old customers.
“Obviously, we see this in younger generations, but we see it in all age groups,” said Linda Li, head of customer engagement and marketing at H&M Americas, in a release.
“It makes a lot of sense for us to want to be involved with the Metaverse in some way. It makes a lot of sense for us to be able to join a place like Roblox that we know so many people are exploring.”
The Roblox platform is an online game and game creation system that has become the focus of fashion retailers such as Gap and Nike.
With several ‘worlds’ such as Rainbow, Utopia City and Fabric Forest, the H&M experience allows users to create virtual clothing for their avatars using patterns and materials.