More and more luxury brands are multiplying 3D experiences on the Web, after Balenciaga, Margiela, Marine Serre, even Marni carries its name in the metaverse, with the Wearweare, the maison of the Otb group of Renzo Rosso, presented a capsule of the Spring-Summer 2022 vol.2 collection digitally.
« It’s a different way to explore the human experience », explained Francesco Risso, creative director of Marni. « Through the Wearweare project we explore the depth of the concept of human connection, through the virtual re-proposal of the emotion of the September fashion show. We offer users a new point of view and access, to involve them in an immersive but also personal experience ».
Thanks to the collaboration with the digital company Future Corp and the multiverse platform AnamXR, it can be accessed directly and easily from a computer or a telephone, entering a dreamlike landscape of a virgin island where you come across silhouettes, reproduced in 3D.
The idea is to allow fans of the brand to explore the collection digitally, even starting from the QR codes placed in its boutiques. “Although Wearweare is Marni’s first look at the virtual world, its exploration highlights the brand’s intent to offer itself through increasingly immersive content, supported by technologies that allow greater reciprocity towards the consumer” .
