“People who buy and wear H&M clothing and accessories are spending more and more time in virtual spaces and digital worlds. The H&M Loooptopia experience on Roblox now allows us to explore new ways to engage with existing and new customers in the places we they love to be, both online and offline,” said Linda Li, director of marketing and customer activation for H&M Americas. “In the years to come, H&M will continue to explore this fast-growing expansion of virtual and augmented realities.”

Max Heirbaut, global head of brand experience, metaverse, at H&M, said the brand wants to encourage digital natives to express themselves through fashion both on and off screen.

“H&M Loooptopia Experience on Roblox is an exciting new world that unleashes creativity and allows players to create and…