Alternate reality: Marni launched its new virtual world, titled WearWeAre

Wearweare: The Marni digital experience for Spring/Summer 2022.

Marni, the Italian luxury fashion house founded in 1994 by Consuelo Castiglioni in Milan, Italy., opens the doors to an alternate reality, welcoming users into a dreamlike landscape where integrated functionalities allow for a captivating discovery, cloaked in psychedelic color and lysergic nature.

Marni opens up to the virtual world, presenting selected runway looks from the latest Spring/Summer 2022 collection through the immersive digital experience WEARWEARE.

This Spring, users are invited to discover the protagonists of the Marni fashion show, transformed into avatars, through a 3D lookbook, an AR interface and an interactive virtual world.

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Marni’s WEARWEARE digital experience has been creatively developed in collaboration with FutureCorp and is powered by Anam_XR ’s multiverse platform.

While the 3D lookbook allows for a 360° discovery of the collection, the augmented reality blurs the lines between real and virtual, enabling users to capture custom content and live a personally connotated experience.