Italian fashion brand Marni has introduced a captivating and interactive experience called “Wearweare,” that provides visitors with the opportunity to explore Marni’s 3.0 universe and shop for items from its latest collection. This is particularly significant considering a recent study by Gartner predicts that by 2026, approximately one in four individuals will spend at least one hour per day in the metaverse.
In order to stay ahead of the growing interest in virtual worlds, various brands and luxury houses are now placing greater emphasis on their presence in Web3. Marni has recently joined this movement and collaborated with the digital creative studio, Future Corp, to bring the one-of-a-kind Wearweare experience to life.
Accessible through Marni’s official website, the Wearweare concept utilizes virtual reality to create an immersive journey. The experience is divided into three acts, with the first act inviting visitors to follow a river and then descend into a cave that eventually leads them into an inverted world. At each stage of the experience, users have the opportunity to interact with digitalized clothing worn by avatars. These pieces belong to Marni’s Spring-Summer 2022 collection and can be conveniently purchased with just a single click or added to a favorites list.
This initiative aligns with the metaverse-focused center of excellence established by OTB Group, Marni’s parent company. OTB Group, which comprises brands like Maison Margiela and Jil Sander, unveiled the creation of “Brave Virtual Xperience” (BVX) towards the end of 2021. The aim of BVX is to establish a solid presence for the group’s brands in the realms of NFTs, gaming, and virtual immersive experiences.
