Like Adidas and Nike before it, H&M is venturing into the metaverse through the Roblox platform. In the retailer’s case, however, the design partnership is with a metaverse studio called Dubit, with offices in Leeds, London, Washington D.C. and Nashville. The result is called H&M Loooptopia Experience, were users can “experiment with materials and patterns” to create “the next virtual garment and wardrobe for their avatar.”
In other words, they can wander such virtual places as Loooptopia City, Rainbooow Fields, Neon Studiooo and Fabric Fooorest to collect “raw elements” for combination into “thousands of unique clothing items to wear in the game.” They can use “jump pads, ziplines and obstacles to reach hard-to-find items.” Donning the new clothes, they can add accessories, dance moves, music tracks and special effects before stepping out onto “the catwalk,” presumably for a virtual fashion show. They can also trade clothes with others and take selfies. Recycling old clothes can earn them “super-rare elements.”
