Electronic Arts and international fashion retailer H&M have announced a partnership that encourages fans of the Sims, designers, and fashionistas 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 own fashions using the most popular PC game ever, 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. EA says the 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 on PC and may even have the chance to show off their creations on a virtual runway broadcast online. People can participate in the showcase by creating fashions or by voting on favourite designs and even participate to the ultimate selection featured in a Grand Finale.

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.

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.

For more information, visit thesims2fashionrunway.com.

The Sims 2 H&M Fashion Runway Showcase begins with the design submissions. 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. Vote for your favourite design in The Sims 2 Fashion Runway Showcase from mid-July on thesims2fashionrunway.com or hm.com.

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 released this month.