H&M has launched an immersive experience on Roblox, allowing users to discover their digital fashion identities. The virtual experience, called Loooptopia, allows players to experiment with materials and patterns in a playful way by visiting various worlds, such as Rainbooow Fields and Fabric Fooorest, where creating the next virtual garment and wardrobe for their avatar is easy. The experience also focuses on circular actions and sustainability, which are core to H&M. The game will be updated intermittently and its aim is to raise awareness of circularity and sustainability among younger generations who use the game.