In the virtual world, people can view selected pieces from the Marni WearWeAre Spring 2022 collection worn by digital avatars of the show’s models and performers, who have been 3D scanned and digitally transposed.
While creativity in the metaverse is limitless, Risso wanted Marni’s world to be rooted in reality. “There is something curious about entering the virtual world without detaching from reality,” says creative director Francesco Risso. “Everyday at Marni we’re fighting for the importance of the studio, handiwork, tradition and humanity. I am curious to explore how we can engage with these new realms, but you’re not going to see aliens or anything like that [in our metaverse]. It was important that this was still grounded in the identity of who we are and the people we work with.”
Wear We Are enables users to be immersed, navigate and shop 3D products online — a creative new way to experience the Marni brand. “The ability to immediately act on inspiration and shop looks from within the experience gives viewers the agency to become part of the Marni world, while AR enables them to bring Marni into their own world,” wrote Future Corp founding partners Tino Schaedler and David Stamatis via email. “What we wanted to capture most was the possibility of a new state of being: one in which the digital and physical experiences are not just connected, but enhanced by the other to create one transformative whole.”
Shop the interactive lookbook as you hover over the items of interest and review the details to purchase online.