Macy's launches digital fashion platform Mstylelab

The project is designed to promote the retailer's own On 34th brand.

Macy's has announced the creation of the immersive digital platform Mstylelab. The project is designed to promote the retailer's own On 34th brand. The platform is based on Journee.



In the online space, users can create a profile, design and personalize a digital fabric, explore a virtual environment and view digital renders of the On 34th brand.

Macy's also offers customers the option to create a customized digital T-shirt that matches Mstylelab's digital fabric. The platform's functionality will be expanded, including collaborations with new brands.

"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 at 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 name of the private label, 34th, refers to Macy's flagship location. The brand was first introduced this summer. The brand has 250 unique clothing designs ranging in price from $18 to $300.

"On 34th was created with inspirational and modern design, informed by the voice of the customer, and built for real life," Erusha-Hilleque, Macy's senior vice president of private brands, said in a statement at the time of the launch.

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