H&M has introduced a new immersive experience in Roblox called Loooptopia. Through the lens of circular fashion design players in Loootopia can experiment with materials and patterns to build their own avatar wardrobes 

The campaign was developed in collaboration with the digital game production studio Dubit as a way for people to experience virtual dressing while also learning about circularity. A large portion of the contemporary, mainstream fashion business has come to be known for its massive waste. Circularity is all about recycling clothing which reduces significant waste. 

The Loooptopia immersive experience

The city square in the center of the Loooptopia, guests can start playing in other alternate worlds, such as Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. Users can also obtain a variety of fashion elements in these settings by participating in mini-games, style sessions, live events, and more.

The newly constructed virtual clothing can decorate an avatar. Accessories, dance steps, music, and special effects can then complete their looks. Additionally users can meet up with friends to exchange clothing and take selfies. They can also recycle old clothing to acquire super-rare components and become the star of the runway show when it’s time to switch up their look.

H&M targets the rapidly growing popularity and profitability of virtual fashion

H&M has developed this new campaign with a focus on the rapidly expanding appeal and viability of virtual fashion, particularly among young people. In a 2022 Metaverse Fashion Trends survey, nearly three out of four Gen Zers stated that they will spend money on digital apparel and accessories. 

According to Linda Li, Head of Customer Activation and Marketing for H&M Americas, H&M customers are spending more time online and in virtual worlds. The H&M Loooptopia Experience on Roblox is now enabling the company to explore new methods of engaging with its existing and potential customers in the settings they enjoy, both online and offline. H&M will keep investigating this quickly expanding field of virtual and augmented realities in the years to come.