Macy’s launches ‘mstylelab’ online fashion platform
US department store Macy’s has launched a new online engagement platform that journeys into the future of fashion by merging the physical and digital worlds to create cutting-edge experiences.
The mstylelab platform has launched with an immersive experience for Macy’s newest brand, On 34th, in a larger-than-life surrealist recreation of New York.
People are being invited to join the community by creating usernames, collecting a personalised digital item, and engaging with the first activation, an immersive fashion experience built on the metaverse technology platform Journee.
Dave Torres, vice president of jnteractive marketing at Macy’s, said: “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.
“As we grow and evolve the mstylelab digital platform and community, new activations and experiences will be brought to life creating immersive storytelling focused on fashion and style, in a fun and shoppable environment.”
Fans of the On 34th brand can use the platform to design and personalise a digital fabric which serves as their community identity. As they queue and enter the virtual world, they will be able to explore the immersive environment, and discover and engage with curated digital versions of fashion items from the On 34th collection.
As the experience unfolds and individuals navigate through star checkpoints along the way, they will be able to unlock a unique digital t-shirt that is personalised to match their mstylelab digital fabric. All On 34th apparel featured in the experience is shoppable.
Macy’s said mstylelab will evolve over time to incorporate new immersive experiences and partnerships. The current activation will shift to showcase the next iteration of the Macy’s Thanksgiving Day Parade metaverse experience.
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