Major developer and publisher Electronic Arts announced that it has partnered with international fashion retailer H&M for an upcoming expansion pack for the ever popular PC game The Sims 2, promising the ability for players to create their own fashions and showcase their creations online. Expected to ship to retail in Europe and North America in early June, The Sims 2 H&M Fashion Runway will feature clothing inspired by real world H&M designs. Besides being able to craft unique fashions within the game, this latest expansion will also offer players the opportunity to design their own H&M retail environment and build a H&M store. On top of this, the expansion will also include the unique opportunity for players to show off their creations outside of the game by submitting their virtual fashions for voting on a virtual runway broadcast. Players will be able to enter their fashions in the contest, with the most popular ensembles being featured in a grand finale showcase. In addition, some of these designs will also be reviewed by an H&M designer and could possibly be included in H&M stores in a future real world clothing collection. “We are very excited that H&M is the first brand to enter this way into The Sims world. For us the stuff pack is a fun opportunity to meet our customers and to show parts of our summer collection”, says H&M Head of Marketing Jörgen Andersson. “The Sims players are known for their creativity, self-expression and cleverness - we are excited to see the participants’ designs for the virtual fashion runway.”