Today, Macy’s introduces mstylelab, a revolutionary digital fashion platform that takes fashion into the future by merging physical and digital realms to create innovative experiences. mstylelab redefines fashion as a canvas for innovation, fusing technology and immersive environments to encourage discovery, self-expression, and connectivity. Accessible on any device through any browser at macys.com/mstylelab, the public is welcome to join the community, personalize their usernames, collect personalized digital items, and engage in the first activation—a captivating fashion experience built on the Journee metaverse technology platform, where style transcends reality.
Dave Torres, vice president of Interactive Marketing at Macy’s, expressed excitement, stating, “We are thrilled to launch mstylelab, the next step in our web3 digital strategy, creating a hub for style inspiration and discovery at the intersection of fashion and technology. As the mstylelab digital platform and community evolve, we will introduce new activations and experiences, delivering immersive storytelling focused on fashion and style within an enjoyable and shop-friendly environment.”
mstylelab, brought to life by emerging technologies, debuts with an immersive exploration centered around Macy’s latest brand, On 34th, in a larger-than-life surrealist recreation of New York City. This initial activation with Journee, known for hosting, managing, and producing immersive digital spaces such as virtual stores and interactive retail experiences, will introduce new audiences to this form of immersive content.
Erika Lang, Head of Americas at Journee, stated, “We are excited to partner with a globally recognized brand like Macy’s to showcase the future of fashion retail. This unique metaverse activation will make immersive experiences accessible to a wider audience, as consumers seek multiple touchpoints on various platforms to seamlessly integrate immersive virtual experiences into their customer journey. This innovative technology will propel the fashion industry, among others, into its next phase, deepening relationships between consumers and brands.”
On 34th is redefining the new classic wardrobe, inspiring the modern woman to break free from the ordinary and conquer her world. The collection serves as her wardrobe best friend, ensuring she remains current, confident, and cool.
Fans can embark on this fresh style journey by logging in with their macys.com profile or creating one, choosing an mstylelab username, and designing a personalized digital fabric, serving 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 must-have apparel from the On 34th collection. As the experience unfolds, individuals navigating through star checkpoints will unlock a unique digital t-shirt personalized to match their mstylelab digital fabric. All featured On 34th apparel in the experience is shoppable, bridging virtual style with real-world expression.
mstylelab will continue to evolve with new immersive experiences and partnerships that will ignite inspiration and discovery. As the holiday season approaches this fall, the current activation will transform to feature the next edition of the Macy’s Thanksgiving Day Parade® metaverse experience, bringing fans closer to the high-flying spectacle.
The digital fashion journey is now underway, and mstylelab and Macy’s Discord community members will be the first to be informed as new experiences are launched. For more information and to join the digital fashion community, visit macys.com/mstylelab.