From Paris to the Metaverse: SEAMM Co-Founder Reveals Digital Vogue’s Hottest Improvements

in accordance with Viktoria Palčikova

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

in accordance with Anastasia O

Edited and verified: April 12, 2024 at 2:52 am

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Throughout Paris Blockchain Week, we had the chance to talk with Alexandra Masslova, co-founder of SEAMM, whose in depth expertise in conventional vogue impressed the creation of the ground-breaking phygital market. Recognizing the disconnect between the worlds of vogue and expertise, Alexandra noticed a chance to streamline the adoption of digital vogue for manufacturers via SEAMM’s intuitive market. Its pioneering spirit has led SEAMM to merge the very best of Web2 and Web3, providing options reminiscent of AR expertise, customization, and seamless blockchain integration.

How did you give you SEAMM?

Coming from a standard vogue background the place I labored for over 12 years, I noticed that there was a niche between Web3 and Web2. Loads of manufacturers got here to us with no thought what digital vogue was all about. They requested us: What should we do? the place can we begin What’s NFC? What’s blockchain? So I believed, properly, why not give them a easy, straightforward answer and put them collectively? So we created a phygital market.

Might you share some insights into the performance of the platform, particularly AR testing, customization and transfers of digital twins into digital environments?

We launched it on the finish of February and are actively selling it proper now. Our principal thought was to merge the very best of the Web3 and Web2 worlds. You should purchase bodily objects on the platform like actual objects, and every one has a digital twin. The digital twin means you’ll be able to check out every particular person merchandise utilizing the AR trial operate via the digicam. You can even customise the objects, change patterns, colours or regardless of the model needs.

You can even port it to video games and meta variations like Minecraft and Roblox; now we have skins for that. All the very best options you now have in digital vogue can be found via our platform.

The concept can also be that if a model needs to promote a digital merchandise, they will promote a purely digital merchandise for no matter motive, for an NFC assortment it may very well be a collector’s merchandise that provides you entry to the advantages of a bodily pick-up.

Are you able to elaborate on how SEAMM simplifies the method for manufacturers, particularly in terms of blockchain integration and designer collaboration?

We carry collectively the very best of what is taking place proper now and put it multi functional place. One other factor is that it is rather straightforward for manufacturers to make use of our platform as a result of now we have APIs for all the main CRMs and ARPs like Shopify and Wix. At any time when a model joins our market, we robotically hook up with their warehouse, which means that if an order is positioned via {the marketplace}, the model instantly will get the order into their system and may ship it.

For our half, we cope with digital objects. We now have a digital wardrobe, so customers can have it of their digital wardrobe inside the identical platform. It is a B2C factor and now we have a B2B product. It is simply one other answer with the identical options however white-labeled. For bigger manufacturers that wish to have their very own app or the identical widgets on their web site, now we have a white label answer.

Are you able to present an summary of the SEAMM Digital Product Passport (DPP) answer and its significance for luxurious attire manufacturers, particularly in mild of the upcoming EU digital passport laws?

After the discharge of the market, the following step was in fact to acquire a digital product passport. There may be at present a regulation that can apply in 2026: if you wish to promote in Europe, you should have a digital product passport. Manufacturers understand this, however a number of them are nonetheless slightly confused.

For now, the request is easy. It needs to be a QR label with a QR code that claims it should be clear the place the merchandise was made. It must have all of the manufacturing data, which is all executed for sustainability causes. For us, as a result of we’re all about digital, it makes extra sense to place all of it on the blockchain as a result of that is actually the one method you could be clear about it.

In truth, you’ll be able to know what occurred to the product, the place it was made and the whole lot. That is the following factor we’re transferring in direction of. We have already got an MVP model and can announce extra quickly.

Have you ever already chosen which blockchain community you’ll work with?

We’re selecting proper now. The primary factor for us is to scale as a result of we’re a digital product. It is vital for us to know what advertising and technical potentialities blockchain can provide us, as a result of we would like this collaboration to be on the market. We would like it to be fascinating for individuals to speak about it from each side.

Our web site has a whole technical staff and the technical aspect shouldn’t be an issue. For instance, I do know Solana is nice and simple to work with, identical to Ethereum, however we’re searching for methods to scale it correctly.

Talking of laws, have you ever encountered any challenges in rolling out your providers and do you anticipate any challenges sooner or later?

I’d say we have not actually confronted any regulatory difficulties. The one difficulties now we have encountered are extra from the model aspect than the opposite aspect. Since we work with conventional manufacturers, vogue is sluggish to adapt to new applied sciences and tendencies in comparison with different industries. It can take time to elucidate to manufacturers how straightforward and accessible all these applied sciences are and the way essential they’re to maneuver ahead.

Do you suppose luxurious manufacturers are harder to port to Web3 than mass market manufacturers?

I would not say that. I’d say luxurious manufacturers have seen a number of curiosity in blockchain as a result of it makes extra sense for them. Many luxurious manufacturers have already tried digital vogue.

We all know that Prada has its month-to-month NFT drops. Dolce & Gabbana has its NFC collections. Loads of luxurious manufacturers have already tried a few of this. They had been one of many early adopters. It makes extra sense for them to place all of it on the blockchain. Whereas there are mass market manufacturers testing it, not so many.

I would say the mass market is extra testing the enjoyable aspect of it. For instance, attempting AR trials, digital exhibits and digital runway exhibits. However extra from a enjoyable viewpoint. It is extra of a advertising factor.

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

Throughout Paris Blockchain Week, the principle aim for us right here was to satisfy, as I discussed, to seek out blockchain. That is the primary time we have met blockchains and unfold the phrase about digital passports and the place we’re headed. This was our principal aim for Paris Blockchain Week.

When it comes to previous collaborations, we’re working with ten new manufacturers. Manufacturers from all around the world, from the UK to China. We simply had a profitable digital pop-up occasion throughout Shanghai Vogue Week. Earlier than that, we had profitable occasions as a part of Berlin Vogue Week.

We had been additionally a part of Milan Vogue Week the place we had profitable conferences with massive manufacturers like Valentino, Dolce & Gabbana, Hugo Boss and others. We hosted a VIP dinner and had been a part of the Digital Couture Summit the place we introduced our digital market for the primary time, talked in regards to the product and interacted with these manufacturers. After that we had been additionally a part of London Vogue Week and labored with new manufacturers like Ciela.

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

Extra consideration needs to be paid as a result of vogue is an enormous trade, like a multi-million greenback trade. There’s a lot to cowl. I feel it is a matter of some years as a result of that is the place we’re headed anyway.

I want to see extra protection throughout these occasions. I want there have been extra manufacturers current, extra talks, extra panel talks and extra taking place round it, as a result of proper now, throughout Paris Blockchain Week, I do not suppose it is sufficient to cowl the style trade.

Inform us about future occasions you intend to attend and what you anticipate from them.

We plan to attend all the main crypto and blockchain occasions within the trade as it is rather essential for us to maintain up with tendencies and meet key figures and determination makers. Proper now, as I discussed, we’re in Paris Blockchain Week and we can be visiting NFT Lisbon in Might.

There can be a number of occasions in Asia that we’ll be attending. We may also go to NFT Rome. Then there are the occasions from this aspect and naturally we can be current in any respect the main vogue weeks all over the world, beginning with New York Vogue Week, London Vogue Week, Milan Vogue Week and Paris Vogue Week. It’s the identical as most likely a number of occasions in Asia; that is one other market we’re additionally concentrating on proper now.

Viktoriia is an creator on numerous expertise subjects together with Web3.0, AI and cryptocurrencies. Her in depth expertise permits her to put in writing fascinating articles for a wider viewers.

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