Swedish fashion retailer H&M has partnered with online game platform, Roblox and metaverse studio Dubit to create an interactive online experience that allows users to experiment with fashion materials and patterns and is described as putting circularity at the heart of the fun.

H&M explains it allows consumers to experiment around with their digital identities and learn more about fashion and circularity while enjoying the lively atmosphere on the Roblox 3D immersive platform.

Linda Li, head of customer activation & marketing, H&M Americas, said that H&M will likely continue to investigate the rapidly expanding world of virtual and augmented realities in the years to come.

Li added that people who purchase and wear H&M clothing and accessories spend more time online and in virtual worlds. They are now able to explore new approaches to interact with their existing and potential clients in the settings they enjoy both online and offline thanks to the H&M Loooptopia Experience on Roblox.

Andrew Douthwaite, chief commercial officer at Dubit, added that in keeping with their brand DNA of style, creativity, and culture, H&M wanted to create an experience that fosters pleasure and sustainability.

The game features a city square, allegedly serving as the starting point for play sessions in other worlds such Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. By participating in mini-games, styling sessions, and live events, customers can collect a range of fashion-related ingredients.

Customers are encouraged to dress up their virtual identities, or "avatars," in newly designed outfits, and accessorize with jewelry, dancing movements, music, and runway-ready special effects. Additionally, customers can meet up with pals to exchange outfits, snap selfies, or just simply appreciate one another's handiwork.

Customers are urged to recycle their old clothing when it's time to experiment with a new look in order to gain access to super-rare components and take the lead role in the runway show.

Max Heirbaut, global head of brand experience, metaverse, for H&M, said that at H&M, they want to support the next generation of digital natives as they use fashion to express themselves both offline and online. H&M Loooptopia Experience on Roblox is an exciting new environment that unleashes creativity and enables players develop and evolve their virtual wardrobe on Roblox so they may feel the most like themselves through their avatar.