Macy’s has introduced a new interactive platform called Mstylelab, which it says blends the physical and digital worlds, aiming to offer “innovative experiences”. 

The department store giant says Mstylelab’s mission is to reimagine fashion as a canvas for innovation, combining technology and settings to encourage discovery, self-expression, and connectivity. 

Customers can begin using the service by logging in with their Macy’s online profile to choose a Mstylelab username, and design, and personalise a digital fabric. 

Mstylelab focuses on Macy’s newest brand On 34th in a “larger-than-life surrealist recreation of New York”, made possible by modern technologies. This initial collaboration with Journee, a company that specialises in hosting, administering, and developing digital places like virtual stores and interactive retail experiences, will introduce new audiences to what it describes as immersive, fun content.

“This innovative technology will propel the fashion industry – as well as many others – into its next phase,” said Erika Lang, head of Americas at Journee.

“Reaching consumers where they are and providing new ways for them to shop and interact with one another is vital in order to deepen their relationships with brands.”

Earlier this month, Macy’s also added JLo Beauty to its cosmetic portfolio, including high-performing ingredients and range in price from $15 to $105.