From Paris to the Metaverse: SEAMM’s Co-founder Unveils Digital Style’s Hottest Improvements

by Viktoriia Palchik

Printed: April 12, 2024 at 2:52 am Up to date: April 12, 2024 at 2:52 am

by Anastasiia O

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April 12, 2024 at 2:52 am

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Throughout Paris Blockchain Week, we had an opportunity to speak to Alexandra Maslova, the co-founder of SEAMM, whose in depth background in conventional vogue impressed the creation of a groundbreaking phygital market. Recognising the disconnect between the worlds of vogue and expertise, Alexandra noticed a possibility to streamline the adoption of digital vogue for manufacturers by SEAMM’s intuitive market. Her pioneering spirit has led SEAMM to merge the most effective of Web2 and Web3, providing functionalities like AR try-on, customisation, and seamless blockchain integration.

How did you give you the concept of making SEAMM?

As I come from a standard vogue background, the place I labored for over 12 years, I’ve seen there been a spot between Web3 and Web2. Loads of manufacturers got here to us with out having a clue what digital vogue is about. They requested us: What do we have to do? The place can we begin? What’s NFC? What’s blockchain? So I believed, okay, why not give them a easy, simple resolution and mix them collectively? That’s how we created a phygital market.

May you share some insights into the platform’s performance, particularly relating to AR try-on, customisation, and digital twin transfers into digital environments?

We launched it on the finish of February, and we’re actively selling it proper now. Our principal concept was to merge the most effective from the Web3 and Web2 worlds. On the platform, you should buy bodily gadgets, like actual gadgets, and every of them has a digital twin. Digital twin means that you may strive on each single merchandise with the AR try-on characteristic by your digicam. You may as well customise the gadgets, change patterns, colors, or regardless of the model desires.

You may as well switch it to video games and metaverses, comparable to Minecraft and Roblox; for that, we have now skins included. All the best options that you’ve in digital vogue now can be found by our platform.

The concept can be that if the model desires to promote a digital merchandise, they’ll promote a purely digital merchandise for any cause they need, for an NFC assortment, it might be a collectable, which supplies you entry to advantages for the bodily choice.

Are you able to elaborate on how SEAMM simplifies the method for manufacturers, notably by way of blockchain integration and designer collaboration?

We mix the most effective that’s occurring proper now and put it multi function place. The opposite factor is that it’s tremendous simple for manufacturers to make use of our platform as a result of we have now APIs for all the primary CRMs and ARPs, like Shopify and Wix. Every time the model connects to our market, we robotically connect with their warehouse, which signifies that if there may be an order positioned by {the marketplace}, the model instantly will get the order of their system, they usually can ship it out.

From our aspect, we take care of digital gadgets. We now have a digital wardrobe, so customers could have it of their digital wardrobe inside the similar platform. That’s a B2C factor, and we do have a B2B product. It’s only a totally different resolution with the identical options however white-labelled. For larger manufacturers that need their very own app or the identical widgets on their web site, we have now a white-label resolution.

Are you able to present an outline of SEAMM’s Digital Product Passport (DPP) resolution and its significance for luxurious clothes manufacturers, particularly in gentle of upcoming EU digital passport rules?

Naturally, after releasing {the marketplace}, the following step was to go for a digital product passport. In the mean time, there’s a regulation that’s going to be in 2026: if you wish to promote in Europe, that you must have a digital product passport. Manufacturers are conscious of that, however a variety of them are nonetheless barely confused.

For now, the requirement is straightforward. It must be a QR label with a QR code that claims that it must be clear the place the merchandise was made. It must have all of the details about the manufacturing, which is all achieved for sustainability causes. For us, as we’re all about digital, it makes extra sense to place all of it on blockchain as a result of that’s really the one approach that you may be clear about it.

You’ll be able to really know what occurred to the product, the place it was made, and all the things. That’s the subsequent factor that we’re heading in the direction of. We have already got our MVP model, and we’re going to announce extra quickly.

Have you ever already chosen what blockchain community to work with?

We’re selecting proper now. The principle factor for us is to scale it as a result of we’re a digital product. For us, it is very important know what advertising potentialities, in addition to technical, the blockchain can present for us as a result of we would like that collaboration to be on the market. We would like it to be attention-grabbing for folks to speak about it from each side. 

Our website has a full technical crew, and the technical aspect shouldn’t be a problem. For instance, I do know that Solana is nice and simple to work with, the identical as Ethereum, however we’re wanting into potentialities to scale it correctly.

Speaking concerning the rules, have you ever confronted any challenges whereas implementing your providers, and are you anticipating any challenges sooner or later?

I’d say we have now not been really going through any difficulties from the regulation aspect. The one difficulties we have now been going through are extra from the model aspect, not from the opposite approach. As we work with conventional manufacturers, vogue is gradual by way of adapting to new applied sciences and tendencies, in comparison with the opposite industries. It takes us time to clarify to the manufacturers how simple and accessible all these applied sciences are and that they’re needed for them to maneuver ahead. 

Do you assume that luxurious manufacturers are harder to switch to Web3 than mass-market manufacturers?

I wouldn’t say so. I’d say that luxurious manufacturers have seen a variety of curiosity in blockchain as a result of it makes extra sense for them. Loads of luxurious manufacturers already tried and examined digital vogue.

We all know that Prada has its NFT month-to-month drops. Dolce & Gabbana has its NFC collections. Loads of luxurious manufacturers have already tried one thing from it. They had been one of many first adopters. For them, it makes extra sense to place all of it on blockchain. Whereas within the mass market, there are manufacturers which are testing it, not as a lot.

I’d say the mass market is testing extra the entertaining aspect of it. For instance, making an attempt AR try-ons, digital reveals, and digital runway reveals. However extra from an entertaining perspective. It’s extra like a advertising factor.

Are you able to share some perception into profitable collaborations or campaigns facilitated by SEAMM throughout Paris Blockchain Week and past?

Throughout Paris Blockchain Week, the primary aim for us right here was to satisfy, as I discussed, to seek out the blockchain. It’s the primary time we’re assembly with blockchains and spreading the phrase about digital passports and what we’re heading in the direction of. This was our principal aim for Paris Blockchain Week. 

Concerning collaborations from earlier than, we do work with a dozen of rising manufacturers. Manufacturers from everywhere in the world, ranging from the UK as much as China. We simply had a profitable digital pop-up occasion throughout Shanghai Style Week. Earlier than that, we had profitable occasions throughout Berlin Style Week. 

We additionally had been a part of Milan Style Week, the place we had profitable conferences with huge manufacturers comparable to Valentino, Dolce & Gabbana, Hugo Boss, and others. We organised the VIP dinner, and we had been a part of the Digital Couture Summit, the place we introduced our digital market for the primary time, talked concerning the product, and interacted with these manufacturers. Then, we had been additionally a part of London Style Week, collaborating with rising manufacturers like Ciela.

Do you assume that these sorts of occasions (Paris Blockchain Week), cowl sufficient of the style trade? 

There must be extra consideration as a result of vogue is an enormous trade, like a multi-million trade. There’s quite a bit to cowl. I feel it’s a query of a number of years as a result of we’re heading in the direction of that anyway.

Throughout these occasions, I’d like to see extra protection. I want to see extra manufacturers current, extra talks, extra panel talks, and extra happening round that as a result of proper now, throughout Paris Blockchain Week, I don’t assume it’s sufficient to cowl the style trade.

Inform us concerning the future occasions you propose to go to and what you anticipate from them.

We’re planning to go to all the primary crypto and blockchain occasions within the trade as a result of, for us, it’s crucial to maintain up with the tendencies and meet the important thing figures and decision-makers. Proper now, as I discussed, we’re in Paris Blockchain Week, and in Could, we’re visiting NFT Lisbon.

There are going to be a number of occasions occurring in Asia we’re going to be in. Additionally, we’re going to NFT Rome. Then, these are the occasions from that aspect, and we, in fact, shall be current in all the primary vogue weeks around the globe, beginning with New York Style Week, London Style Week, Milan Style Week, and Paris Style Week. It’s the identical as most likely a number of occasions in Asia; that’s one other market we’re additionally tapping proper now. 

Viktoriia is a author on quite a lot of expertise subjects together with Web3.0, AI and cryptocurrencies. Her in depth expertise permits her to jot down insightful articles for the broader viewers.

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