Play’s Republic

There’s been a lot of talk lately about the looming death of the Sim franchise (the Urbz expansion pack, for example, was already DOA). But here’s a new twist that is both appalling and ingenious:

Of course, we needn’t even think about the possible dissolution of the play frame, and concurrent intrusion of the real world: The Sims H&M Fashion Stuff expansion set shatters the play frame with VISA- and Mastercard-accepting glee. With a nod towards biological rhetorics of the ludic, it’s all about Play as Preparation… for shopping.

Must-Have Fashion Items for Your Sims from H&M! The popular European fashion retailer that is taking the US by storm with its trendsetting contemporary fashions is now coming to The Sims 2! Your Sims can choose from cutting-edge men’s and women’s clothing including dresses, jeans, and other outfits, complete with accessories—all inspired by real H&M designs.

A few years ago, during an unfortunate lapse in judgment, some academics were referring to experiences like this as “prosumer:” Essentially acts of creatively-empowered material consumption. The card-carrying Party-member in me was dubious then, and is even more dubious now.

I’m wary of the play value—and would be anxious about giving this to my neice, for example—but this is clearly the future of online retail.

FEATURES: The Go-To Place for Hot New Trends—Design your own H&M retail environment, or use new store-themed items to build an intimate H&M boutique for more sophisticated citizens.

Read more or buy it for your H&M-loving self.