Sustainable lifestyle brand Harper Collective has gone fully digital as it recently unveiled its flagship store which features an immersive and interactive 360-degree e-commerce experience.

The immersive online world was designed in collaboration with The New Face, a French tech firm which specialises in the creation of CGI videos and immersive 3D experiences for brands.

The brand, co-founded by actor and activist Jaden Smith and former executive director buying and merchandising at Selfridges Sebastian Manes, aims to transform ocean plastic and post-consumer waste into luxury luggage items hand crafted in the UK and Italy.

The new flagship store, which is located in a virtual castle, is accessible across 190 countries and on any device.

“This isn’t just an online store,” Victor Haymann, chief operating officer, The New Face, said in a LinkedIn post. “It’s a one-of-a-kind digital flagship, powered by Shopify, combining top-tier 3D graphics and immersive storytelling in a way that’s never been before,”

The New Face also produced video promotions for the latest fashion collaboration between Harper Collective and Germany luxury brand MCM to launch a new upcycled sea-plastic luggage line.

Many brands have recently been actively rebuilding their e-commerce propositions to attract new customers with an enhanced focus on providing unique user experiences and improving personalisation.

Last week, Harrods announced the launch of a new e-commerce platform, developed by enterprise commerce platform SCAYLE, aiming to "elevate the online purchasing experience" for its global customers through improved customisation and personalisation.

In October, Walmart announced the launch of its young adult clothing brand, No Boundaries (NoBo)on Zepeto, a South Korean mobile chat app with over 400 million people, as the firm seeks to expand its presence within the immersive and gaming space.

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