H&M Group clothing fashion company is going deeper into the metaverse as it launches the “Loooptopia” on the Roblox gaming platform. The combination of gaming and the digital space will offer consumers some consumer experiences in the world of fashion.

Through H&M’s Loooptopia on Roblox, shoppers of the brand can easily try out different materials and patterns to create the kind of fashion they like. For people who are not aware of their fashion identities yet, then this is the way to experiment and discover.

After trying out clothes, customers, through their avatars in the metaverse, can now set up their own wardrobes. Customers can do all of these within the world of Roblox in an immersive 3D experience made more exciting by mini-games, events, styling sessions, and a lot more.

H&M said that this metaverse experience on its Loooptopia is surely a one-of-kind method to find one’s fashion preferences. Customers will definitely enjoy this playful way of creating garments that can fill up his or her’s wardrobe. As per Forbes, the fashion retailer is teaming up with Dubit metaverse studio for its interactive online metaverse experience with a twist of fun.

"People who shop and wear H&M garments and accessories are increasingly spending time in virtual spaces and digital worlds. The H&M Loooptopia 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," H&M America’s head of customer activation and marketing, Linda Li, said in a press release. "In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities."

Max Heirbaut, H&M’s global head of brand experience and metaverse, further stated, "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."