H&M now has a metaverse store to let you buy clothes in a virtual world

H&M fans can now elevate their shopping experience by shopping for clothes from the brand's store in a virtual world. Here is how it works and what it means for both H&M and metaverse fans.

Hennes & Mauritz or H&M, one of the world's leading clothing brands, is now also the first one to have a presence in the metaverse. The Swedish fashion clothing firm seems to have opened a new virtual store in the metaverse CEEK city. With this, it aims to offer a buying experience to its customers exploring the virtual reality (VR) environments of CEEK.

For those unaware, CEEK is a VR-based metaverse known for its virtual worlds, which are meant to connect the players within, with music artists, athletes, and other digital content creators. Just as CEEK seeks to offer a three-dimensional musical experience to its users, H&M's collaboration will now add the element of shopping within the space.