Macy’s has introduced a new digital platform called ‘Mstylelab,’ aiming to seamlessly merge the physical and digital realms of fashion. This innovative effort reimagines fashion as a platform for innovation, encouraging people to embark on journeys of exploration, self-expression, and connection.
Accessible at macys.com/mstylelab, the platform allows users to register and dive into an immersive fashion experience powered by the Journee metaverse technology platform.
Dave Torres, Vice President of Interactive Marketing at Macy’s, expressed their excitement about the launch of ‘Mstylelab’ and described it as the next step in their web3 digital strategy. The platform serves as a hub for style inspiration and discovery at the intersection of fashion and technology.
Within this immersive environment, users can explore, interact with, and learn about carefully selected digital representations of specific clothing items from On 34th, Macy’s latest brand. As users progress through the star checkpoints, they can even receive a special digital t-shirt to match their mstylelab digital fabric. Notably, the experience revolves around On 34th clothing, which is available for purchase, seamlessly blending virtual fashion with outward self-expression.
Erika Lang, Head of Americas at Journee, expressed their enthusiasm for partnering with Macy’s to showcase the future of fashion retail. This innovative initiative represents an exciting leap forward in the fusion of fashion and technology, offering consumers a novel and engaging fashion experience.
