Immerse yourself in the picturesque charm of Montmartre without leaving your home through Zepeto’s latest collaboration with French label AMI Alexandre Mattiussi. Experience the brand’s digital debut in the metaverse with its unique blend of virtual wearables and a vivid recreation of the iconic Parisian neighborhood.
AMI Alexandre Mattiussi, the French fashion label, is making its metaverse debut by recreating the enchanting Montmartre neighborhood on the social gaming app Zepeto. This marks AMI’s third foray into the virtual world and its first-ever digitization of clothing items into virtual wearables. “A trip to Montmartre, with AMI“, aims to share the brand’s values, know-how, and the Parisian lifestyle with the global audience, according to AMI’s CEO, Nicolas Santi-Weil.
Zepeto’s extensive user base and lighthearted aesthetic make it the perfect platform for AMI Alexandre Mattiussi to expand the experience of their Spring/Summer 2023 collection. With travel still being a challenge for many, and France’s image taking a hit on the global stage, Santi-Weil and AMI’s founder, Alexandre Mattiussi, wanted to recreate “that little moment of French magic” that has been integral to the brand’s identity since its inception.
Zepeto users will have the opportunity to purchase 14 in-game items inspired by AMI Alexandre Mattiussi’s Spring/Summer 2023 collection, including special items like the AMI de Cœur balloon. For those who wish to bring their virtual style to life, a dedicated page on Ami’s e-commerce site will feature the selection for sale.
Santi-Weil believes that this virtual venture is “the logical next step” for AMI Alexandre Mattiussi, as it allows the brand to reach a wider audience and showcase Paris’s beauty in a fun, engaging way. Zepeto, which was launched in 2018, now boasts over 300 million registered users worldwide and has facilitated the trade of more than 2.3 billion items among users.
According to Santi-Weil, consumers are eager to participate in immersive experiences that allow them to express their identity, be it physically or virtually. The CEO envisions a complementary relationship between the physical and digital worlds, with each sphere enriching the other.
As AMI Alexandre Mattiussi enters the metaverse, platforms like Zepeto become “playgrounds” for exploration, providing unique opportunities to tell the brand’s story in novel ways and receive direct feedback from its community. Santi-Weil emphasizes the importance of coherence across all platforms, ensuring that the brand’s essence remains intact.