H&M is the latest retailer to put a metaverse spin on gamified consumer experiences with the latest H&M Loooptopia launch, playable now via Roblox.

Customers can now experiment with materials and patterns within the Roblox world to curate their virtual wardrobes for their avatars within an immersive 3D experience featuring mini-games, styling sessions, alternate worlds, events, and more.

As you enter Loooptopia, you will be able to interact within worlds like Rainbooow Fields, Neon Studiooo, and Fabric Fooorest. Within the immersive playground, go crazy by experimenting with clothing pairings while grooving to curated music tracks and special effects that feel very much like every fashion enthusiasts’ dream runway. Players can also trade with one another, capture playful selfies and check out each other’s curations. By recycling old clothes, you’ll also unlock rare elements within the game.

“Consumers that 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,” says Linda Li, head of customer activation and marketing, H&M Americas. “In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

“H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and lets players create and grow their virtual wardrobe on Roblox, so they can feel the most like themselves through their avatar,” Heirbaut added.

H&M has been increasingly tapping into digital avenues for not only branding purposes, but to also elevate the overall shopping experience for each consumer with a phygitally-integrated experience.

In November, the brand announced it was opening an innovative store format, a 7,000-square-foot space, that features experimental design, progressive programming, and a community-focused space where consumers can explore their personal style. The store includes several tech enhancements, including RFID tech that provides full visibility of the store’s inventory and size options in real time, mobile payment options anywhere in the store, and fitting rooms with smart mirrors that identify a product’s size and colour, as well as provides customers with styling recommendations.