“I have worked in the fashion industry for more than 13 years, in each and every sector from retail, to e-commerce, to production” — Alexandra told GLITCH —  “I saw this clear need for brands to begin entering into digital realms, but they weren’t understanding the utility and potential of these spaces, and they weren’t activating to their full potential”.

Impassioned to merge the physical and Web3 worlds in a way that was easy, helpful, and usable, Maslova helped to develop the marketplace today that is — a no-fuss epicentre for digital fashion creation, where brands can experiment, create, sell, and learn. specialises in helping brands create digital twins for their real-life products, converting their artwork into phygital creations. From there, these digital twins can be tested by consumers with AR try-on technology and then transferred between different games and online spaces. “We also allow these skins and products to be customised with colours and patterns, allowing brands to offer a digital personalisation to their customers” Alexandra adds.

GLITCH asked Alexandra what seeks to solve, and what problem she faced in the tangible world that motivated her founding of the business. Alexandra told us at its most basic level, the mission is to close the gap between the physical and the virtual, “digital fashion without the fuss!”. “I wanted our platform and the things we were creating to be really accessible to both brands and users alike. We have developed a ready-to-use application and the functionality of a Seamm-powered digital wardrobe. We want people to enjoy digital fashion, and to be encouraged to experiment with digitally enhanced opportunities, not put-off with complexity of new technologies ”.

“I want brands and designers to understand how digital fashion can help them target new markets, get closer to younger customers, generate more analytics, and re-asses their methods of working. At the moment, we are focused on creating digital product passports for all the items on our marketplace. This will allow brands to track their products’ life span, and explore how the consumers interact with them after the point of sale” isn’t just for budding creatives, it is a marketplace intended for everyone. “Of course we are tapping into the fashion enthusiasts and early trend adopters”, Alexandra tells us, “but we are also inviting anyone who uses a screen, plays games, or browses virtual environments to embrace opportunities in digital fashion”.

She explained further how she sees fashion as a relatively slow industry when it comes to development and change. “We saw lots of brands arriving late to e-commerce, and from then on they were never quite able to survive in the same way. This is going to be the same with digital fashion, and we want to help educate brands to ensure they don’t fall behind.”

At the close of our interview, we asked Alexandra, as an entrepreneur helping to steer the vanguard of digital fashion, what she thinks is working in this space, and what she would cite as the most important developments that young brands need to get abreast of. She told us that she sees both digital product passports and being integrated into the blockchain as a must for brands wanting to sell in Europe. She also added that she thinks AI customization, although in its early stages of adoption, will become the next big hype and functionality that brands should start to test tomorrow if they want to stay ahead.

Alexandra spoke to us via Zoom, from Paris, where we managed to catch her in between important meetings to decide which blockchain would officially integrate with. She takes pride in spearheading these conversations and ensuring her partnerships are the right choices, in order to offer seamless services to her clients. “In the next ten years, I hope continues to expand, and we can help more brands reach this next level of creativity in retail through our streamlined and tech-focused solution”. 

Written by Hebe Street from GLITCH Magazine


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