Image Courtesy of Marni.
Bridging the gap between the physical and the digital, Marni is presenting selected runway looks from their latest Spring/Summer 2022 Vol.2 collection through the WEARWEARE digital experience. Working in collaboration with decentralised digital design studio FUTURECORP, Marni is welcoming its users to be the protagonists of the show, with the ability to transform oneself into an avatar, enhancing the physical state through digital technology to create a singular transformative experience. Through the platform, Marni are bringing their inspirations to life, without physical constraints, to foster a meaningful connection between the brand and its consumers.
Images Courtesy of Marni.
Consisting of three functionalities, WEARWEARE presents Marni’s SS22 collection through a 3D interactive lookbook, an AR interface and an immersive, virtual environment, which brings users into a cinematic alternate reality. In this world, users are able to add products to their Wishlist while experiencing a digital psychedelic journey, emphasising the possibilities of the integration of fashion and the digital space.
Although this may be Marni’s first venture into the digital space, it certainly shows an enthusiastic willingness to engage within this increasingly relevant cultural shift. On the collaboration, Creative Director at Marni, Francesco Risso said, “I don’t consider ‘virtuality’ as a way to detach from reality, but as a different means to explore 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.”
WEARWEARE is accessible via Marni.com and QR codes in Marni store windows, starting from April 14th 2022.
Image Courtesy of Marni.