The high street fashion retailer, H&M has launched into the metaverse with a new Roblox experience that allows players to experiment with materials and circular fashion.

Called Loooptopia, the game encourages players to create virtual garments for their avatar while putting circular actions at the ‘heart of the fun’ by turning concepts like recycling and upcycling into in-game experiences.

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

“In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

At the heart of this interactive world is a vibrant city square which sets the statge for visitors to embark on play session in alternate worlds like Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. In these environments, users can gather a variety of fashion ‘ingredients’ by engaging in mini0games, styling sessions, live events, and more.

Users can style their avatar as well as catch up with friends to trade clothes. When it’s time to change up a style, they can recycle old clothes to earn super-rare elements and become the star of the runway show.

“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, global head of brand experience, Metaverse, for H&M.

“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.”