H&M Americas Head of Customer Activation and Marketing, Linda Li, states:

“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. In the coming years, H&M will continue to explore this fast-growing expanse of virtual and augmented realities.”

The initiative comes on the heels of several other metaverse announcements from the brand, including their “Gucci Garden”. Gucci first launched the Gucci-themed immersive experience, “Gucci Garden”, in Roblox back in May of 2021. Reportedly, the space drew in more than 20 million players last year, even though it was open only for two weeks.

The needed addition, “Gucci Town”, in Roblox will feature a central garden that connects to other locations in the town. Users will be able to play mini-games, go to a cafe, or purchase Gucci apparel from a virtual store for their avatars. Apparently, virtual garments are made using Roblox’s new “layered clothing” technology.

This news is a powerful move for Gucci further into the web3 space, especially after the announcement of “Gucci Gaming Academy” last week.