A revolutionary initiative that aims to bridge the gap between the physical and digital realms of the fashion industry. Powered by metaverse technology from Journee, ‘Mstylelab’ is set to become a hub of innovation, encouraging users to embark on a journey of self-expression and connectivity.
Accessible at macys.com/mstylelab, this platform invites the public to dive into an immersive fashion experience. Dave Torres, Vice President of Interactive Marketing at Macy’s, expressed, “We are excited to launch mstylelab, the next evolution of our web3 digital strategy, creating a hub for style inspiration and discovery at the intersection of fashion and technology.»
The inaugural journey on the platform revolves around Macy’s latest brand, On 34th, set in a surreal reimagining of New York. On 34th seeks to redefine classic wardrobes and inspire modern women to break free from the ordinary.
In the virtual world, users can explore an immersive environment and engage with curated digital versions of select apparel from the On 34th collection. Navigating through star checkpoints allows them to unlock a unique digital t-shirt tailored to match their mstylelab digital fabric. All On 34th apparel featured in the experience is shoppable, effectively bridging virtual style with real-world fashion.
Erika Lang, Head of Americas at Journee, emphasized the significance of such immersive experiences in today’s retail landscape: “Consumers are seeking multiple touch points on multiple platforms to seamlessly integrate immersive virtual experiences into their customer journey. This innovative technology will propel the fashion industry – as well as many others – into its next phase. Reaching consumers where they are and providing new ways for them to shop and interact with one another is vital in order to deepen their relationships with brands.
