H&M brings a metabrand to life


Fashion retail company H&M has brought virtual clothing in the real-world via a campaign deployed into The Sims 2. This metabrand move was prompted by The Sims 2 H&M Fashion Runway competition conducted over the summer of 2007.

The winner of the competition had their virtual clothing manufactured into a real-life version – congratulations toBeau Fornillos, a 21-year-old American interior design student (read more here).

Consider this UGC on steriods and a sure-fire early sign of a massive growth area in virtual worlds and online activity in general.

Where do we go from here? Maybe eventually to a place where designers like this actual see royalties or commissions made from real-life sales.

All you need now is some nice Ikea furniture.

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