Sims 2 plays dress-up

By Robert Purchese Published 5 June, 2007

H&M gets dedicated add-on.

EA has released a themed expansion pack for The Sims 2 with branding from clothes empire H&M, GamesIndustry.biz is reporting.

The Fashion Stuff pack allows users to create their own clobber for in-game avatars, sample the stores' real-world garb and design their own shop-floor environment.

"Marrying a fashion-forward company with a game and community recognised around the world for its user-generated content will allow people to reflect their personalities and express their creativity," beamed Steve Seabolt, vice president of brand development at EA.

"This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile."

Users will be able to enter their clothing designs into a competition, with the most popular chosen to be broadcast in online fashion shows.

"We're very excited that H&M is the first brand to enter this way into The Sims world," commented Jörgen Andersson, head of marketing at H&M.

"For us the Stuff pack is a fun opportunity to meet our customers and to show parts of our summer collection. The Sims players are known for their creativity, self-expression and cleverness - we are excited to see the participants' designs for the virtual fashion runaway."

There's plenty more industry news-clothes to try on over at GamesIndustry.biz.

Picture of Robert.

About Robert Purchese

Bertie is Eurogamer's Senior Staff Writer. When he's not hunting down news stories he's often found playing with his kids or gabbling about fantasy games and strange online worlds.

Read more articles from Robert by visiting the Robert Purchese archive page.

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Comments (10) Latest comment 5 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • MGG #1 5 years ago

    gaahhhhh eewwwwwgggggggggggg

    Games, its about Games, not what polygon shirt your wearing!

  • kangarootoo #2 5 years ago

    "not what polygon shirt your wearing"

    I think you are missing a key part of what the Sims is about.

  • dog2_99 #3 5 years ago

    Clever cross promo though! it should have been free mind!

  • haxtond #4 5 years ago

    So you have to pay to dress you're little man up in H&M gear? You really have to hand it to EA, they do know how to make money!!

  • Saladin #5 5 years ago

    Generic shit clothes for generic shit games.

    I like it. There's a certain poetic balance to it.

  • Whizzo #6 5 years ago

    Presumably it's free if it's just a pack of advertising?

  • Jigglybean #7 5 years ago

    A tenner - you can buy a crappy h&m t-shirt for that, and it will probably last just as long.....days!

  • thefilthandthefury #8 5 years ago

    "So you have to pay to dress you're little man up in H&M gear? You really have to hand it to EA, they do know how to make money!!"

    It's better than it sounds. The box seems to indicate you can run your own store, which at least makes it interesting.

  • SeesThroughAll #9 5 years ago

    It's better than it sounds. The box seems to indicate you can run your own store, which at least makes it interesting.

    It's still a case of in-game advertising taking over the whole game. I'm betting that flooding the eyes of the players with references to H&M is going to take priority in relation to gameplay.

    For example, I disliked the fact that the Wipeout Pure Delta Pack was sponsored by Puma, but tolerated it because at least it was moderately discreet.

  • ExplodingClown #10 5 years ago

    Bah. Until they release the 'Boscombe Street Market' expansion, where my Sim chav can buy knock-off Chinese counterfeit designer clothing, imitation Burberry and assorted tat with a cannabis leaf logo, I'll pass.

    Unless of course it's actually a typo and they mean S&M - try saying "dis graal ist falshey!" with a ball gag on, my little polygonal submissive! *clicks on 'grovel' from actions menu*