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.”