Marni launches virtual world

Marni launches virtual world
Courtesy of Marni

Marni has introduced a virtual world called WearWeAre that includes selected pieces from the SS22 collection. The looks are worn by digital avatars of the show's models and performers, who were 3D scanned and digitally transposed into the experience.

Courtesy of Marni

As reported by Vogue Business, creative director Francesco Risso wanted the virtual world to be rooted in reality. Users can also view the collection via a 3D lookbook and add pieces to their wishlist, but there is no Web3 checkout in the experience.

The virtual world was designed and created by FUTURECORP. Last year OTB, the parent company of Marni, formed a division named Brave Virtual Xperience (BVX) to generate business opportunities in the metaverse. WearWeAre was developed as a BVX project.