H&M’s ‘Loooptopia’ Metaverse experience rewards players for creating circular fashion

The new H&M Loooptopia Experience on Roblox allows users to experiment with their digital identity and learn about fashion and circularity in a fun, creative and playful environment.

This week, H&M he started H&M Loooptopia experience on
Roblox. Cooperation with the metaverse studio
Dubitimmersive gameplay allows players to experiment with materials and patterns to create their own clothing collection — with key messages about recycling materials and clothing for a circular fashion future.

“People who buy and wear H&M clothing and accessories are increasingly spending time in virtual spaces and digital worlds. The H&M Loooptopia Experience on Roblox now allows us to explore new ways to interact with our current and new customers in the places they love to be, online and offline,” he says Linda Lee, head of customer activation and marketing at H&M Americas. “In the coming years, H&M will continue to explore this rapidly growing expanse of virtual and augmented reality.”

The H&M Loooptopia Experience is an immersive, 3D experience filled with social interaction, engaging environments, mini-games, styling, alternate worlds, events and more. It allows users to experiment with their digital identity and learn about fashion and circularity in a fun, creative and playful environment on the Roblox platform that connects millions of people through immersive shared experiences, all while encouraging creativity and self-expression.

While H&M has encountered several obstacles on its way to becoming a sustainable and circular business, the clothing giant continues to innovate in its use of materials and processes, and aims to instill that sensibility in the inhabitants of its virtual world. At the heart of the Loooptopia world is a vibrant town square that sets the stage for visitors to play in alternate worlds including
Rainbow Fields, Neon Studiooo and Fabric fooorest. In these environments, users can collect various fashion ingredients for more than 40,000 individual outfits by engaging in mini-games, style sessions, live events and more; then style their avatar with newly created outfits and complement them with accessories, dance moves, music scores and special effects to create a unique runway performance. They can also hang out with friends to swap clothes, take selfies, or just admire each other’s latest creations. When it’s time for a style change, they can recycle old clothes to earn super rare items and become the star of the fashion show.

“As Dubit’s Metaverse Global Fashion Director and the first Metaverse Fashion Stylist, I am extremely excited to create this phenomenal fashion world that is built with a strong focus on the importance of sustainability in the fashion industry,” he says. Gemma Sheppard, Global Fashion Director at Dubit. “By drawing knowledge from experience, this world is a safe fashion for future generations. I welcome that.”

H&M’s Loooptopia is the latest in a growing number of brand activations in the metaverse designed to engage players in sustainability topics in a fun, entertaining and educational way. In October, McCain Foodsthe world’s largest producer of ready-made potato products, has entered the metaverse with its “Farms of the Future” game on Roblox, s Regen Fries — made from potatoes grown using regenerative farming methods that build soil health, improve biodiversity and increase the farm’s resilience to climate change. McCain, which has pledged to implement regenerative agriculture practices on 100 percent of its potato acreage worldwide by the end of 2030, said at the time of the launch that it recognizes the educational potential that lies in younger consumers as part of a holistic effort to transform the food system for the betterment of people. and planets; therefore, his #SaveOurSoil initiative — which “Farms of the Future” and Regen Fries are part of.

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