Macy’s Launches New Digital Fashion Platform

Macy’s has launched mstylelab, a new engagement platform that merges the physical and digital realms. 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. 

“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,” says Dave Torres, vice president, 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 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 type of immersive content. 

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“We are excited to partner with a world-renowned brand like Macy’s to showcase the future of fashion retail,” says Erika Lang, head, Americas, Journee. “This is a unique metaverse activation that will bring this type of immersive experience to a broader audience. 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.” 

Fans can begin this new style journey by logging in with their macys.com profile (or creating one) to choose a mstylelab username, design and personalize 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, discover and engage with curated digital versions of select apparel from the On 34th collection. As the experience unfolds and individuals navigate through star checkpoints, they can unlock a unique digital T-shirt personalized to match their mstylelab digital fabric. All On 34th apparel featured in the experience is shoppable, merging virtual style with real-world expression. 

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mstylelab will evolve to incorporate new immersive experiences and partnerships. 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.