Macy's launches digital platform 'Mstylelab'

By

Jennifer Braun

Published
Oct 19, 2023

Macy’s announced on Wednesday the launch of a new digital platform, seamlessly blending the physical and digital realms of fashion.

Dubbed 'Mstylelab', the initiative aims to redefine fashion as a canvas for innovation, empowering individuals to embark on a journey of discovery, self-expression, and connectivity. 

Accessible at macys.com/mstylelab, the platform invites the public to sign up and dive headfirst into the immersive fashion experience powered by the metaverse technology platform, Journee.

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“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.”

The first immersive exploration on the platform highlights Macy's newest brand, On 34th, in a surrealist recreation of New York. The On 34th collection aims to redefine the classic wardrobe and inspire modern women to break free from the ordinary.

In the virtual world, users can explore an immersive environment, discover, and engage with curated digital versions of select apparel from the On 34th collection. As they navigate through star checkpoints, they'll unlock a unique digital t-shirt tailored to match their mstylelab digital fabric. All On 34th apparel featured in the experience is shoppable, bridging virtual style with real-world expression.

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

“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.”

Looking ahead, the platform is expected to evolve over time to incorporate new immersive experiences and partnerships that will further ignite inspiration and discovery.