EA kept a firm grasp on their king of the mass market crown today, announcing a new deal with clothes retailer H&M that will see the high street chain's brand used in a new 2 pack's clothing.

The new pack is called The Fashion Stuff, and allows budding Stella McCartney's to create their own clothing designs with which to kit out their in-game characters. Real world H&M clothing will be available to choose from and their will also be in-game recreations of the retailer's shop-floors.

"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," grinned Steve Seabolt, vice president of brand at EA. "This brings new and exciting game content from two trusted brands that share the same global footprint and customer profile."

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

Various design contests and fashion shows will be organised in support of this new pack. More soon.

By Luke Guttridge