H&M goes virtual |
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| Thursday, 07 June 2007 | |
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Swedish fashion chain Hennes & Mauritz has joined forces with Electronic Arts (EA) to create a virtual world of fashion.
EA is the creator of the popular computer game The Sims, and together with H&M has created The Sims 2 H&M Fashion Stuff Pack. Available through EA online and in stores later this month, the stuff pack contains virtual replicas of clothing from the fashion chain's summer collection. Also included are all the items you might need to create your own H&M store: mannequins, clothing racks, changing rooms, cash registers and more. The Sims 2 H&M Fashion Runway Showcase will launch at the same time. The showcase invites players of the game to create outfits for six different design themes. The public will vote online for the top twelve entries each week, which will be featured in the Fashion Runway Showcase. The winner's creation will subsequently be put into production and will be sold in H&M stores. "We are very excited that H&M is the first brand to enter The Sims world in this way. For us, the stuff pack is a fun opportunity to meet our customers in a new and exciting environment and to show parts of our summer collection," H&M's Head of Marketing Jörgen Andersson said. |
