The Fabricant

Introducing the world’s first digital-only fashion platform.

Challenge

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. Today’s fashion experience needs to provide people with new ways to express their ever-changing identities while remaining environmentally conscious.

Solution

Together with The Fabricant, through an agile methodology, we researched and developed a breakthrough in digital fashion. LEELA—a revolutionary way for everyone to explore their self-expression beyond what is physically possible.

Outcome

We took the project from idea to the first MVP in just six weeks. Within three days of launch, 600+ digital avatars and 1800+ digital looks were created and shared on social media. The project received worldwide media coverage and multiple design excellence awards.
  • Product Strategy
  • Business Strategy
  • Art Direction
  • Design
  • Development
LEELA website pages: the Explore, Curate, Create homepage and a gallery of digital garments

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.

Challenging the norms of fashion and identity

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.

LEELA website pages with avatars dressed in digital garments and the look builder

‘LEELA’ stands for dancing and playing

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.

LEELA collection pages showing digital couture on avatars, product details and the avatar creator

Your Majesty understands the creative and technical aspects of visualizing and presenting fashion in engaging ways. They find new ways to deliver the desired results on time and at high-quality standards.

Adriana Hoppenbrouwer, Founder and Marketing Director of The Fabricant

Adriana Hoppenbrouwer

Founder and Marketing Director, The Fabricant

Harnessing ambiguity to fuel innovation

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.

LEELA Beta interface with a row of avatars in digital outfits

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.

Outcomes

6

weeks, from idea to MVP

600+

Digital avatars created within the first three days

1800+

Digital looks created and shared on social media within three days of launch

3:30m

Avg session duration

27%

Bounce rate

4X

Awards — Awwwards SOTD, FWA, CSS Design Awards, Awwwards Mobile Excellence

More Work

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