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Mytheresa, J.Crew Set AR and VR Alternative Shopping Experience Via Apple Vision Pro

Mytheresa has launched with Apple Vision Pro, providing luxury shoppers with a highly immersive and evocative alternative shopping experience.

On Friday, Mytheresa disclosed that it’s among the first luxury platforms to create an exclusive visionOS app for Apple Vision Pro, in collaboration with Obsess, the shopping technology platform and visionOS developer.

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“Mytheresa firmly believes that selling luxury products needs emotions and unique experiences for customers,” Michael Kliger, chief executive officer of Mytheresa, said in a statement. “With Apple Vision Pro, we see the opportunity to create remarkable experiences that bring our users closer to Mytheresa. That is why we are keen and proud to lead the way with our Mytheresa app as one of the very first luxury brands on Apple Vision Pro.”

Another fashion brand with an app for Apple Vision Pro is J.Crew. The J.Crew Virtual Closet app was also created with Obsess and enables shoppers to view products in an interactive, “ultra-high-definition” 3D environment and examine the texture and quality of the materials at higher magnification. The J.Crew Virtual Closet also utilizes SharePlay for shared experiences on a FaceTime call, to chat with J.Crew’s expert stylists or host group calls to discuss looks. Halsey Anderson, J.Crew’s vice president of marketing, said the technology brings J.Crew “into an exciting new era of spatial shopping and styling via SharePlay.”

The apps are available in the App Store. The Vision Pro is a headset for augmented reality and virtual reality headset, which Apple describes as “a revolutionary spatial computer that transforms how people work, collaborate, connect, relive memories and enjoy entertainment.” Apps for movies, photos and environments can be navigated and manipulated in different ways with just eye or hand movement or by tapping two fingers, without any device beyond the headset itself. There’s plenty of buzz around the Vision Pro, which since Jan. 9 has been available on a pre-sold basis, and is currently rolling out to stores. Prices range from $3,499 to $4,000 for a more powerful version.

Apple Vision Pro mixed reality augmented reality AR VR XR
The Apple Vision Pro

Mytheresa indicated that through Vision Pro, it’s providing immersive digital luxury shopping experiences against the backdrops of exotic settings such as Capri and Paris, and offering luxury brands such as Loewe, Valentino and Saint Laurent, and a continuing stream of launches and exclusive capsule collections. In its statement, Mytheresa Vision Pro “transforms the traditional e-commerce product grid into an all-encompassing, emotional shopping experience.…Mytheresa’s top customers will be even able to experience a curated styling session with a Mytheresa personal shopper in the near future.”

Mytheresa’s luxury experience via its Vision Pro app.
Mytheresa’s luxury experience via its Vision Pro app.

“Mytheresa’s Apple Vision Pro experience represents a pivotal evolutionary moment for the luxury market,” Neha Singh, CEO and founder of Obsess, said in a statement. “In partnership with Obsess, the brand has created a truly sensory shopping experience, in which luxury consumers immerse themselves in stunning, hyper-realistic destinations that contextualize products for different occasions.”

Mytheresa’s luxury experience via Vision Pro.
Mytheresa’s luxury experience via Vision Pro.

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