Italian brand Marni introduces virtual world for digital fashion

Italian luxury fashion house Marni has entered the metaverse with the launch of Wearweare, a virtual world for digital fashion that will bring the looks from the brand’s Spring-Summer 2022 collection to the online world. The virtual world allows users to interact with the looks from Marni’s runway shows that are translated into an AR interface, 3D lookbook and metaverse-inspired environment.The virtual experience has been made in collaboration with Futurecorp. It was launched on April 14.“I don’t consider ‘virtuality’ as a way to detach from reality, but as a different means to explore human experience. Through the Wearweare programme, 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,” said Marni’s creative director, Francesco Risso, in a statement.“Welcome To Wearweare. Marni's virtual world is here. Are you ready for it? From April 14th you are invited to experience a digital journey, interacting with the avatars of the SS2022 fashion show. Get ready to delve into the digital experience. #MarniSS22Vol2 #WEARWEARE,” Marni said on its Twitter account.