As Gen Z is gradually becoming the defining generation of modern culture, so are their expectations with regards to fashion. Today’s fashion industry needs to provide people with new ways to express their ever-changing (digital) identities, whilst remaining environmentally conscious. Therefore, Dutch digital design agency Your Majesty and Dutch digital-only fashion house The Fabricant teamed up to develop the world’s first digital-only fashion platform: LEELA.
The Beta platform allows users to create their own digital self - a photo-real avatar - and try on digital garments in a non-physical world of digital fashion.
The vision of the platform is to replace the physical buying experience, allowing users unlimited self-expression - by creating multiple selves and fantastical outfits to express their personality. Whilst it also offers brands a new space to market their digital-only collections in an inclusive, creative and sustainable way. This way brands can sell fewer physical items, produce less, but keep margins the same.
Love the way the textures of the fabrics are brought to life. As if you're really experiencing them, feeling them by just looking at the motion.
- >600 new digital avatars created within the first three days
- >1800 digital looks were created and shared on social media within three days after launch
- average session duration: 3,5 minutes
- global media coverage, including Business Of Fashion, Vogue, The Guardian, Forbes