Macy’s, the renowned department store chain, has announced the launch of a new platform blending fashion with the metaverse, labeled “mstylelab.”
The platform spotlights Macy’s latest brand, “On 34th,” a women’s apparel and accessories collection designed for contemporary lifestyles.
Within the metaverse space, users can select a username, create an avatar, personalize digital items, and even design digital fabrics.
Visitors will also have the opportunity to explore and engage with curated digital versions of select essential pieces from the On 34th collection, with some available for direct purchase in the metaverse.
Adding a gamified element to the experience, users have the opportunity to collect Macy’s stars while navigating the virtual space, ultimately unlocking an exclusive digital t-shirt.
This venture is the outcome of a partnership with Journee, a metaverse infrastructure solution specializing in hosting, managing, producing, and maintaining immersive web applications.
The experiences featured on mstylelab will continue to evolve to mirror real-life experiences offered by Macy’s. For instance, in the upcoming fall season, the platform will transition to showcase the next rendition of the Macy’s Thanksgiving Day Parade metaverse experience.
While mstylelab marks Macy’s first foray into Web3 within the fashion industry, the company has previously launched initiatives in this space. In June, Macy’s released a collection of 10,000 free NFTs to celebrate its 4th of July Fireworks, and in 2022, the retailer celebrated its 96th Thanksgiving Day Parade in the metaverse, featuring virtual galleries spotlighting five NFT projects.