Marni brings selected runway looks from the SS22 collection into the virtual world.
The wearers of the looks were designed as avatars for this, the Italian fashion house announced on Thursday. Marni’s virtual world ‘WEARWEARE’ offers a 3D lookbook, an AR interface and a virtual environment similar to the Metaverse.
“I don’t see ‘virtuality’ as a way to detach from reality, but as another means of exploring human experience,” said Francesco Risso, creative director at Marni. “With the WEARWEARE program, we expanded on the ideals of human connection that were at the core of last September’s physical runway show, offering users a new angle and entry point to engage with the content in a very personal and immersive way to deal with.”
For the development of the digital experience, Marni worked with Future Corp, a digital experience development studio.
‘WEARWEARE’ will be accessible via QR codes on Marni.com and in store windows from April 14th.