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Dress up your multiple selves in the non-physical world of digital fashion.
Dress up your multiple selves in the non-physical world of digital fashion.
Welcome to LEELA, your metaverse playground for self-expression.
In a time when digital has taken on more forms and meaning in our lives, it has also become a necessity for the world of fashion.
Together with The Fabricant, we researched and developed a breakthrough in digital fashion. Introducing LEELA—a revolutionary way for everyone to explore their self-expression beyond what is physically possible.
As Gen Z gradually becomes the defining generation of modern culture, their new expectations of fashion are on the rise. Today’s fashion needs to provide people with new ways to express their ever-changing identities while remaining environmentally conscious.
Centering around this shifting paradigm, the LEELA experience was architected to be fluid in its interaction and expression.
The word LEELA comes from the Hindi language, meaning to dance and play. LEELA’s mission is to provide a self-expressive playground, not merely a fashion e-commerce site. This ‘play’ ethos inspired many of our design decisions and lends itself throughout the interactive framework and visual language.
Adriana Hoppenbrouwer
Founder and Marketing Director, The Fabricant
As with any research and development initiative, we came into this project with unknowns, from both a technical and market-fit perspective.
To tackle these unknowns, we opted for an AGILE and embedded collaboration with our clients. Along with several guerilla tests throughout the project, this process allowed us to get quick feedback, fail fast, and innovate even faster.
The LEELA Beta was launched in April 2020 and was met with significant engagement and positive recognition from the fashion industry and world-leading publications.