I remember this one time (last week) that I went into an H&M in my local mall. A piercingly intolerable drum and bass remix of Gwen Stefani's "The Sweet Escape" blared out of the store's hidden speakers. Pictures of Madonna stared at me from all directions as she pimped her "M for Madonna" clothing line. An androgynous clerk wearing what I can only imagine was an Xbox Live headset pushed passed me to reach a stack of argyle sweaters. I purchased a pretty nice short sleeved shirt for $12.99.

That was good.

I remember this one time when I first played Will Wright's The Sims. I spent hours getting my Sim to work, making sure he slept, and moving furniture out of the way so he could reach the toilet. I worked hard to have my Sim promoted at his job so that I could afford the fanciest things in Sim life. Hours were spent nurturing friendships, and when I had the opportunity to finally bring a pet into my home, I jumped on it. When I got bored of that, I trapped my Sim in a small box with nothing but a television and watched as he soiled himself to death.

That was pretty good, too.

Today, Electronic Arts has shipped The Sims 2 H&M Fashion Stuff to North American retailers, and it has launched its online Fashion Runway in which participants can create their own fashion designs that they can show off their outfits on a virtual runway. Actual H&M designers (OMG!) will review the best designs for consideration in a future H&M collection.

This … this is taking it too far. Somewhere Will Wright is making plans to roll over in his grave, as Electronic Arts plots to run all of his video game creations into the ground over the next 143 years. I can’t wait for Spore: Hollister Fashion Stuff.

EA AND H&M KICK OFF THE SIMS 2 H&M FASHION RUNWAY SHOWCASE INSPIRED BY THE SIMS AND H&M, FANS CREATE THEIR OWN FASHIONS


CHERTSEY, UK.— JUNE 5, 2007— Electronic Arts Inc. (NASDAQ: ERTS), the world’s leading interactive entertainment software company, and H&M, the international fashion retailer, today announced an innovative partnership that encourages fans of The Sims™, designers, and fashionistas alike to participate in The Sims 2 Fashion Runway and discover the summer themed collection with The Sims 2 H&M Fashion Stuff pack. The showcase provides participants the tools to create their very own fashions using the most popular PC game ever, The Sims 2.

The Sims 2 H&M Fashion Runway bridges the virtual world offered by The Sims 2 PC videogame and the fashion world inspired by H&M. This showcase offers a unique opportunity for fashion aficionados and Sims fans to express their infinite creativity and personal fashion style. Players can create their own fashion designs using The Sims 2 PC videogame and may even have the chance to show off their creations on a virtual runway broadcast on www.TheSims2FashionRunway.com, www.hm.com, or www.yahoo.co.uk/games. Everyone can participate in the Showcase – by creating fashions or by voting on favorite designs and even participate to the ultimate selection featured in a Grand Finale.

Ever dreamed of being a designer? Many participants will be given the opportunity to have their creations reviewed by an H&M designer and, ultimately, may see a garment inspired by their design in H&M stores for the future collection.

You can now shop for yourself and your Sims with The Sims 2 H&M Fashion Stuff pack! In the latest stuff pack in the popular series for The Sims 2, your Sims can choose from contemporary fashion essentials—all inspired by real H&M designs. Players can also use the all-new store-themed items to design their own H&M retail environment and build a H&M store.

“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.”

“Marrying a fashion-forward company with a game and community recognized around the world for their user-generated content will allow people to reflect their personalities and express their creativity. We couldn’t imagine a more perfect match. Fashion inspires creativity in the same way videogames do,” said Vice President of Global Brand Development, Steve Seabolt. “This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile. From recreations of dresses on the red carpet to fashions seen on the streets of Paris, we can’t wait to see what The Sims community will come up with next!”

For complete rules and more information on how to participate in this original, creative experience, go to www.TheSims2FashionRunway.com.

The Sims 2 H&M Fashion Runway Showcase begins with the design submissions. Participants are invited to create outfits for the six design themes over the course of the summer. The first three design themes are: “Party Time,” “Skate Park,” and “Street Wear” Three additional design themes will be announced at a later date.

For each design theme, EA and H&M will select the top 12 submitted designs and feature them in virtual runway shows that are broadcast online all summer long. Vote for your favorite design in The Sims 2 Fashion Runway Showcase from mid-July on www.TheSims2FashionRunway.com, www.hm.com, or [indicate local partner here]

The 12 designs that receive the most votes from The Sims 2 community, H&M Fans, and fashion enthusiasts everywhere will be featured in a Grand Finale Fashion Runway Showcase.

In the meantime, The Sims 2 players will discover the summer H&M collection in The Sims 2 H&M Fashion Stuff* shipped to European retailers June 1, 2007 and to North American retailers June 5, 2007 .