The highly-anticipated fashion marketplace Draup has finally launched and is on a mission to maximize the value of digital fashion, monetize it and change the way the industry is perceived.
The platform allows users to shop digital fashion from a curated selection of designers, showcase the purchased pieces through virtual wardrobes and cross-platform integrations, and interact with the creations through resale, rental, and wear-to-earn capabilities To earn money.
After raising a $1.5 million round of funding last year, founder Daniella Loftus spoke to FashionUnited in August about their plans for the platform. The financing round was supported by well-known people from the fashion, tech and crypto industries, including Ian Rogers, the former digital head of luxury goods group LVMH.
Loftus, whose background is in community service, investment advice and blockchain communications, took her first steps in the digital fashion sector by launching an online newsletter. With the initiative “This Outfit Does Not Exist”, subscribers should be informed about the latest developments in the field of digital fashion. In this way, Loftus wanted to promote the previously insufficient media coverage of this topic.
“Digital fashion is not a contradiction to couture…”
The Draup platform is now online and has already presented the first collection of its own brand “Seen on Screen”. The collection’s 648 garments were developed in collaboration with digital artist Nicolas Sassoon, who has previously collaborated with fashion houses such as Uniqlo and Balenciaga on similar projects. Each piece was created using algorithms, which are code-based systems that help determine elements of the creative process such as cut, color and material. It’s the first time this technology has been used in this way by a digital fashion platform for the creation of garments – until now it’s mostly been used for profile pictures or digital artwork.
The launch of the brand reflects Loftus’ commitment to reimagining couture and advancing the customization and craftsmanship that goes with couture in the digital world. The entrepreneur refers to the requirements of the French fashion association Fédération de la Haute Couture et de la Mode, which requires designers to demonstrate art in their studio and personalization in their designs. “Draup brings both of these elements right into the digital space,” Loftus told FashionUnited, adding that digital fashion is still criticized and often overlooked by consumers and designers.
Compared to the oldest and highest form of fashion, the term ‘digital couture’ appears as a contradiction in terms. “Where couture relies on craftsmanship, digital fashion sells automation. Where couture is about skill, digital fashion is about reach. And where couture strives for exclusivity, digital fashion sells accessibility,” said Loftus. She hopes that with Draup, the launch of the platform and the first collection, she can clear up these misconceptions and “prove that digital fashion is not at odds with couture stands, but is its natural progression,” concludes Loftus.
This translated post previously appeared on FashionUnited.uk. Translation and editing: Pia Schulz