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Welcome to Loooptopia by H&M

Get creative and express yourself with your friends in this fashion-inspired Roblox game experience from H&M. Run (or scoot) around Loooptopia City, Rainbooow Fields, Neon Studiooo and Fabric Fooorest collecting the raw elements that you combine together to create thousands of unique clothing items to wear in the game!

Style your Avatar with your newly created clothes, and compliment these with accessories, dance moves, music tracks and special effects to create an amazing performance on the catwalk!

Admire each other's fashion creations with H&M

Catch up with friends to trade clothes, take selfies or just admire each other’s latest creations. If you want to change up your style, recycle old clothes to earn super-rare elements and become the star of the catwalk show.

More than 40,000 individual clothing items

As Dubit’s Metaverse Global Fashion Director and the first metaverse fashion stylist, I'm hugely excited by the creation of this phenomenal fashion world, which has been built with a very tight focus on the importance of sustainability in the fashion industry. By drawing knowledge from experience, this world is safe proofing fashion for future generations. I applaud that.

Gemma Sheppard, Dubit global fashion director
Side profile photo of Gemma Sheppard.


Gen Z dresses up their avatars to express their individuality


Of users said they typically spend more than $5 per month on digital fashion

Roblox fashion report

We loved collaborating with H&M to build Loooptopia - the place on Roblox where anybody can be a fashion designer. H&M wanted to offer an experience that promotes fun and sustainability, in keeping with their brand DNA of Style, Creativity and Culture. It’s been amazing to see the concept evolve from the initial design and workshop through to this iconic launch.

Andy Douthwaite, Chief Commercial Officer at Dubit
Profile of Andrew Douth, Chief Commercial Officer at Dubit.