Macy’s recently unveiled mstylelab, a digital fashion platform accessible via any device or browser at macys.com/mstylelab. This initiative is part of Macy’s web3 digital strategy focused on the intersection of fashion and technology.
Introducing users to a virtual fashion world
The first activation of mstylelab is a collaboration with trip, a company specialized in immersive digital spaces such as virtual stores. This first experience focuses on Macy’s newest brand, On 34th, with a virtual recreation of New York City. Users can log in, create a username and explore this virtual world where they encounter digital versions of On 34th clothing.
Erika Lang, Head of Americas at Journee, emphasized the importance of immersive experiences in modern retail. She said: “This innovative technology will propel the fashion industry into the next phase. It is critical to reach consumers where they are and provide them with new ways to shop and communicate with each other.”
A look into the future of mstylelab
As time goes on, Macy’s plans to update mstylelab with new experiences and partnerships. A digital version of the will be available in the near future Macy’s Thanksgiving Day Parade® will be integrated into the platform. This is in line with Macy’s long-term strategy to develop mstylelab into a comprehensive community for digital fashion enthusiasts.
Dave Torres, vice president of Interactive Marketing at Macy’s, said: “We’re excited to launch mstylelab, creating a hub for style inspiration and discovery at the intersection of fashion and technology.”
Macy’s and Web3
In September, Cool Cats secured a spot in the 97th Macy’s Thanksgiving Day Parade, marking the first time an NFT brand participated in the iconic New York City event, scheduled for November 23. The Web3 project earned its place through an online contest hosted by Macy’s, which allowed just one in five NFT brands to be featured. The other finalists competing for mainstream fame during the parade included Boss Beauties, VeeFriends, SupDucks and gmoney.
mstylelab represents Macy’s attempt to combine fashion with emerging technologies, especially in the areas of web3 and metaverse technologies. With planned updates and future partnerships, the platform will continue to evolve and provide users with a continuously immersive digital experience.