What: Macy's has launched a new digital fashion platform called "mstylelab" that offers immersive experiences for shoppers.

Why it is important: The "mstylelab" platform aims to redefine fashion by seamlessly integrating immersive experiences and technology, empowering discovery, self-expression, and connectivity for both existing and new shoppers.

The platform features a metaverse journey where users can navigate a surrealistically depicted New York City and explore styles from Macy's On 34th private brand. The experiences on mstylelab are shoppable, allowing users to add items to their shopping cart. The platform aims to connect with existing Macy's customers and attract new ones, especially those who are more web- and tech-inclined. The next activation on mstylelab will focus on the Macy's Thanksgiving Day Parade.

Macy's partnered with Journee, a company specializing in immersive digital spaces, to create the mstylelab fashion experience. The platform is accessible on any device, using any browser, at macys.com/mstylelab.

Macy’s launches ‘Mstylelab’ digital fashion platform