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H&M hosts fashion show in Animal Crossing

Updated: Mar 25

Fashion’s fascination with the virtual continues as H&M has unveiled a virtual all-vegan collection and fashion show via Nintendo’s popular video game series Animal Crossing.

The new virtual pieces will debut along with an in-game update to Looop Island, making it a vegan-friendly destination for gamers. The initial launch earlier this year in Animal Crossing: New Horizons played up the company’s sustainability efforts virtually. The Looop name references H&M’s garment recycling machine, which is designed to convert old clothes into new ones. The retailer has showcased Looop in select store locations.

H&M aims to use recycled materials or those made from sustainable methods by 2030. The updated design will play up the chain’s “Co-Exist Story.” People for the Ethical Treatment of Animals partnered with H&M for the Co-Exist Story apparel, footwear and accessories that will be available on the retailer’s site and in select stores starting Thursday.

Zalando Implications

The new virtual in-game features represent an additional opportunity for Zalando to integrate into the gaming sector and this is also part of how the fashion industry has well-received gaming. It's also a good example of the wide pieces this channel can offer.

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