Another day and another high fashion label has stepped into the virtual world, forever-expanding fashion's understanding of what it means to exist and create in the digital realm. Through the Marni metaverse WEARWEARE (a digital program made in collaboration with Futurecorp), the brand have used cutting-edge technologies to foster a connection with their consumers, all while avatars will be dressed in key looks from the brand's S/S 22 collection - a move that highlights Marni's increasingly immersive content, whether that be real or virtual, such as their Marnifesto campaign which brought a live streamed fashion experience to the streets.
When it comes to the space between physical and digital worlds, head of design at Futurecorp Tino Schaedler and executive creative director David Stamatis commented on the company's exploration 'through a new cinematic, yet interactive medium', going on to admit the end goal was 'to capture the possibility of a new state of being: the hyperreal. One in which the digital and physical experiences are not just connected, but enhanced by the other to create one transformative whole'.
Speaking on the differences (or similarities) between the virtual and digital spheres, Marni's creative director Francesco Risso said in a statement:
'I don't consider 'virtuality' as a way to detach from reality, but as a different means to explore the human experience. Through the WEARWEARE program, we expanded the ideals of human connection at the core of the physical fashion show last September, offering users a new point of view and a new entry-point to engage with content in a very personal and immersive way.'
Powered by the multiverse platform AnamXR, the user experience goes 3D in Marni's contribution to the metaverse. Consisting of three functionalities, WEARWEARE presents Marni's collection through a 3D lookbook, an AR interface and an immersive, metaverse-alike, virtual environment where users can navigate and shop 3D products. Dedicated to creating an immersive experience, real life models were scanned by AnamXR, working with FutureCorp's Unreal Engine environment, to bring them into the digital realm. While the 3D lookbook presents a 360° interactive discovery of the collection, the augmented reality technology blurs real and digital spheres.
Marni's WEARWEARE virtual world is the first by a luxury brand to create such an elegant, cinematic reality - one that's clean and colourful, packed with integrated functions enabling others to navigate their digital journey with ease. WEAREWEARE shows the promise of elevated digital aesthetics, rather than the glitching, low-fi virtual presentations illustrated during New York's Digital Fashion Week in January and the Decentraland shows last month.
WEARWEARE is accessible via Marni.com and Marni store windows QR codes starting from April 14th, 2022.