MARNI VENTURES INTO THE VIRTUAL WORLD TO ENRICH A CAMPAIGN LAUNCH AT ITS STORES

28 apr 2022, for frame

Treating virtuality as a tool to explore the human experience rather than detach from the physical world, Marni offers a new entry point to engage with fashion in a personal and immersive way for its SS22 campaign.

Key features

Marni’s summer collection is presented through a 3D look book, an augmented reality interface, and an immersive, virtual environment, all together termed Wearweare. The campaign was developed together with FutureCorp, a decentralized digital design and development studio. It’s powered by ANAM's multiverse platform. The protagonists of Marni’s SS22 fashion show have been transformed into avatars and are ready to interact with shoppers and passersby of select Marni stores. Their window displays now sport QR codes, leading to the Marni website and introducing these digitized characters. Visitors can switch from a 360-degree look-book to AR mode to interact with the models. 

Frame's take

This is Marni's first venture into the virtual world. It communicates the same intensity of psychedelic emotionality as the brand’s AW22 fashion show – Marni's art director Francesco Risso oversaw a natural invasion of a factory in Milan, encouraging an intermingling of personal and shared space. Wearweare falls in the same category. The campaign must be noted as one of the first successful uses of the metaverse in fashion brands' spatial communication because it does not try to literally simulate the real world.

Instead, the virtual world welcomes users into an alternate cinematic reality, a larger-than-life landscape leading to a metaphorical core. The models’ avatars swirl and adapt into inhuman shapes, making the attendance to the Marni world fascinating and engaging. Furthermore, integrated functionalities enable users to add products to their wish list while experiencing a digital journey. The virtual fashion world really captures the possibility of a new state of being: the hyperreal.