The picturesque Parisian neighborhood of Montmartre has been lovingly recreated by French fashion label AMI in the popular social gaming app ZEPETO. This immersive experience offers users the chance to explore Montmartre without the usual crowds, strikes, or demonstrations. The digital Montmartre also serves as the platform for the launch of AMI’s latest digital wearables, bringing the brand’s signature Parisian style to the metaverse.
In an innovative move, French fashion label AMI has brought the charm of Montmartre to ZEPETO, a social gaming app with over 300 million registered users worldwide. According to AMI’s CEO Nicolas Santi-Weil, this virtual journey was designed to “continue on a path of transmission of values, know-how, architecture, the Parisian lifestyle around the world.” This Montmartre experience aligns with the brand’s mission to celebrate and promote French culture, particularly at a time when global travel remains challenging and France’s image has suffered setbacks.
As AMI’s third foray into the metaverse, this virtual Montmartre venture includes the digitization of the brand’s Spring 2023 collection. ZEPETO users can purchase 14 in-game items, all digital adaptations of the physical collection, as well as special items such as the AMI de Cœur balloon, an homage to the brand’s 2021 campaign by Jean-Paul Goude. For those inspired to bring their virtual style into the real world, a dedicated page on the AMI e-commerce site offers the selection for sale.
Santi-Weil believes that the partnership with ZEPETO was “the logical next step” for the brand, as it allows AMI to “test new areas of expression” and reach a wider audience through a fun and engaging medium. The CEO is confident that the physical and digital realms can coexist and complement one another, stating that AMI’s success in the digital space is contingent on the brand maintaining beautiful stores, shows, and a compelling narrative.
For the 12-year-old brand, platforms like ZEPETO serve as “playgrounds” for experimentation and exploration, with Santi-Weil emphasizing the importance of coherence in the brand’s digital and physical presence. The metaverse offers numerous opportunities for AMI to tell its story creatively and receive direct feedback from its community. As Santi-Weil puts it, “taking the time to listen, learn, taking that risk and seeing how it goes and what people connected with, that’s what’s exciting.“
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