Macy’s teams with Journee to launch new digital fashion platform, mstylelab, as part of Web3 strategy

Macy’s has launched mstylelab, a new engagement platform that, according to a press release, “journeys into the future of fashion merging the physical and digital realms to create cutting-edge experiences”.

This adds: “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, the public is invited to join the community, create their usernames, collect a personalised 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 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.”

“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,” says 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.”

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

Later this year, 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.