US-based department store chain Macy’s has launched a new engagement platform to offer an immersive fashion experience.

The mstylelab platform brings together both the physical and digital worlds to create advanced experiences.

The platform is accessible at macys.com/mstylelab from any device and using any browser.

Customers can create their usernames, collect personalised digital items and dive into the immersive fashion experience powered by metaverse technology platform Journee.

Users can also design and personalise a digital fabric, which will serve as their community identity.

Mstylelab enables customers to discover and engage with curated digital versions of select apparel from the retailer’s latest brand, On 34th.

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After passing through star checkpoints along the way, users can unlock a personalised digital t-shirt to match their mstylelab digital fabric.

According to the retailer, all On 34th collection items featured in the experience are shoppable, bridging virtual style with real-world expression.

The platform will integrate new immersive experiences and partnerships over time for more inspiration and discovery.

Macy’s interactive marketing vice president Dave Torres said: “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.

“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.”

Earlier this month, the department store revealed plans to open up to 30 new small-format locations across the country, with the aim of tripling the small-format network by 2025.