Macy's made its first step into the metaverse on Wednesday by launching Mstylelab, a new digital fashion platform. The first activation of Mstylelab is focused on On 34th, the newest fashion brand to launch from Macy's, which debuted in July.

Head of Journee's Americas Erika Lang said she was thrilled to be working with Macy's to showcase the future of fashion retail with this special metaverse activation. As customers increasingly look for a seamless integration of these experiences during their shopping journeys, the partnership aims to provide immersive virtual experiences across multiple platforms.

With an emphasis on exploration, self-expression, and improved connectivity, Macy's aims to provide customers with an immersive and empowering experience. The platform is being developed in collaboration with Journee, a business that has experience running immersive online venues similar to Mstylelab. It's easy to access Macy's Mstylelab by going to their website, where users can customize their digital avatar and choose a distinctive username. Once inside the New York-inspired virtual world, users can engage with the digital apparel from the On 34th line.

Users can unlock personalized digital t-shirts that match the digital fabric they selected when creating their account by reaching "star checkpoints" along the way. Macy's Vice President of Interactive Marketing, Dave Torres, stated that Mstylelab is the next development in the company's Web3 digital strategy, establishing a center for the convergence of fashion and technology.

Macy's is set to unveil the newest version of its Thanksgiving Day Parade metaverse experience in advance of Thanksgiving. The well-known NFT character brand Cool Cats will make its debut as the first-ever NFT collection to be featured during the annual holiday festival on November 23 in New York City during the 97th annual Thanksgiving Day Parade.