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Macy’s launches new Web3-based digital fashion platform – the intersection of fashion and technology.

2023 10 18 08 14 27

Today, Macy’s introduces mstylelab, a new platform that combines the physical and digital worlds to create innovative fashion experiences. mstylelab aims to redefine fashion by blending technology and immersive environments to enable discovery, self-expression, and connectivity. You can access mstylelab on any device, using any browser, at Join the community, create your username, collect a personalized digital item, and engage with the first activation, an immersive fashion experience built on the metaverse technology platform Journee, where style goes beyond reality.

“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.”

Brought to life through new technologies, mstylelab launches with an immersive exploration focused on Macy’s newest brand On 34th, in a larger-than-life surrealist recreation of New York. This first activation with Journee, who specialize in hosting, managing, and producing immersive digital spaces such as virtual stores and interactive retail experiences, will attract new audiences to this type of immersive content.

“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,” said 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.”

On 34th is redefining the modern woman’s wardrobe, inspiring her to break free from the ordinary and take control of her life. The collection is designed to keep her relevant, confident, and cool.

Fans can start their style journey by logging in or creating a profile. They can then choose an mstylelab username and personalize a digital fabric, which will serve as their community identity and entry into the future of fashion. By exploring the immersive virtual world, they can discover and engage with curated digital versions of select must-have apparel from the On 34th collection. As they progress through the experience and reach star checkpoints, they will unlock a unique digital t-shirt personalized to match their mstylelab digital fabric. All featured On 34th apparel in the experience can be purchased, combining virtual style with real-world expression.

mstylelab will continue to evolve and introduce new immersive experiences and partnerships to inspire and discover. In the upcoming holiday season, the current activation will shift to showcase the next Macy’s Thanksgiving Day Parade® metaverse experience, bringing fans closer to the spectacular event.

The digital fashion journey is materializing now and mstylelab and Macy’s Discord community members will be the first to know as new experiences launch, for more information and to sign up for the digital fashion community, visit

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