Today Macy’s launched mstylelab, a metaverse experience for digital fashion. The virtual world features clothing from Macy’s new ‘On 34th’ brand, so it’s a mix of the physical and virtual. All the items that appear in the immersive world are shopable. Compared to your avatar, the clothes are worn by invisible giants.
To start with, users create a digital fabric. However, we entered the immersive space by just entering a username. Shoppers who spend sufficient time exploring the virtual world to collect stars can unlock a digital t-shirt that matches the digital fabric. Initially the digital fabric is not an NFT, but it’s likely to become one in the future. Every mstylelab account gets a digital wallet address in preparation for future NFTs.
“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,” said Dave Torres, VP of Interactive Marketing at Macy’s. “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.”
The 3D experience partner is Journee, which has numerous big brand clients, including BMW, Clinique and H&M. In August it partnered with Venly to add a layer of web3 features, including the wallet and NFTs. There’s also a dressable avatar that uses Ready Player Me technology.
Macy’s has previously minted NFTS for its Thanksgiving Day Parade, including a metaverse experience in 2022. The new metaverse experience looks more polished. However, there is currently no link between the Parade NFTs and mstylelab. In fact, the mstylelab brand is not new. A quick search on YouTube reveals Macy’s used the brand ten years ago.