MACY’S LAUNCHES NEW DIGITAL FASHION PLATFORM – MSTYLELAB
Today Macy’s launched mstylelab, a new engagement platform that journeys into the future of fashion, merging the physical and digital realms to create cutting-edge experiences. mstylelab aims to redefine fashion as a canvas for innovation, blending technology and immersive environments to empower discovery, self-expression, and connectivity. Accessible on any device, using any browser, at macys.com/mstylelab, the public is invited to join the community, create their usernames, collect a personalized digital item, and engage with the first activation, an immersive fashion experience built on the metaverse technology platform Journee, where style transcends reality.
“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, vice president of Interactive Marketing, 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.”
Brought to life through emerging technologies, mstylelab launches with an immersive exploration focused on Macy’s newest brand On 34th, in a larger-than-life surrealist recreation of New York. This first activation with Journee, which specializes in hosting, managing, and producing immersive digital spaces such as virtual stores and interactive retail experiences, will draw new audiences to this immersive content.
The debut version of the platform is only focused on womenswear and Macy’s On 34th brand. Macy’s did not immediately return a request for further information regarding when menswear would be added to the platform.
Fans can begin this fresh style journey by logging in with their macys.com profile (or creating one), choosing an mstylelab username, design and personalizing a digital fabric, which serves as their community identity and entry into the next era of fashion. As they queue and enter the virtual world, they can explore the immersive environment, and discover and engage with curated digital versions of select must-have apparel 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 personalized to match their mstylelab digital fabric. All On 34th apparel featured in the experience is shoppable, merging virtual style with real-world expression.
mstylelab will evolve to incorporate new immersive experiences and partnerships that will ignite inspiration and discovery. Later this fall, as the holiday season kicks into full gear, the current activation will shift to showcase the next iteration of the Macy’s Thanksgiving Day Parade® metaverse experience bringing fans closer to the high-flying spectacle.
The digital fashion journey is materializing now and mstylelab and Macy’s Discord community members will be the first to know as new experiences launch, for more information and to sign up for the digital fashion community, visit macys.com/mstylelab.