Exploring Trends from Paris to the Metaverse: Insights from SEAMM's Co-founder on the Latest in Digital Fashion

During the Paris Blockchain Week, I had the opportunity to sit down with Alexandra Maslova, SEAMM's co-founder. With over a decade of experience in the traditional fashion realm, her insights sparked the creation of an innovative phygital marketplace. Spotting the gap between the fashion and tech sectors, she aimed to facilitate the process for brands to embrace digital fashion via SEAMM’s user-friendly platform. Her forward-thinking vision has propelled SEAMM to create a harmonious blend of Web2 and Web3, incorporating features such as augmented reality try-ons, customization options, and seamless integration with blockchain technology.

What inspired you to establish SEAMM?

Having spent more than 12 years in traditional fashion, I experienced firsthand the disconnect between Web2 and Web3. Numerous brands approached us, entirely unsure about digital fashion. Questions like 'What steps should we take?' and 'What is NFC or blockchain?' were common. I realized it was essential to provide a straightforward solution that merges both worlds. Hence, the idea of a phygital marketplace was born.

Can you elaborate on the features your platform offers, such as AR try-ons, customization, and transferring digital items into virtual spaces?

We launched our platform at the end of February and are currently driving promotional efforts. Our goal is to blend the strengths of both Web2 and Web3 ecosystems. Users can purchase physical products that each come with a digital counterpart. This digital twin concept allows individuals to try on any item using our AR feature right through their device’s camera. Additionally, users can personalize these products by adjusting patterns, colors, and other brand-specific details.

Items can also be transferred to popular games and metaverses like Minecraft and Roblox, with skins available for those platforms. All the incredible capabilities that digital fashion offers can now be accessed through our marketplace.

Notably, brands can sell purely digital items for various reasons, such as in NFC collections, offering consumers unique collectibles that come with benefits tied to the physical items.

Can you explain how SEAMM streamlines processes for brands, particularly concerning blockchain integration and collaboration with designers?

We consolidate the most relevant trends into a single platform. We’ve made it exceptionally user-friendly for brands by providing APIs compatible with major CRMs and ERPs, including Shopify and Wix. Once a brand connects to our marketplace, we automatically link to their inventory. This means that whenever an order is made through our platform, it gets directly recorded in the brand's system for speedy fulfillment.

On our end, we focus on digital products. Users get access to a virtual wardrobe within the same platform. We also offer a B2B version of our product with all the same capabilities but with white-label options for larger brands that desire their own dedicated apps or bespoke widgets integrated into their websites.

Can you provide details about SEAMM's Digital Product Passport (DPP) and its relevance for luxury fashion brands, especially given the looming EU digital passport regulations?

Following the launch of our marketplace, we recognized the necessity of a digital product passport. A significant regulation is being implemented for 2026, which mandates brands to have a digital product passport if they wish to sell in Europe. Many in the industry are aware of this, yet there is still some confusion surrounding the requirements.

Currently, the stipulation is fairly straightforward. It necessitates a QR code label that indicates the origins and production details of the item, aimed at enhancing transparency for sustainability practices. Given our digital focus, leveraging blockchain technology seems the most effective method to ensure transparency regarding an item’s production history and provenance.

We’re already advancing with our minimum viable product (MVP) version, and we’ll have further announcements soon.

Have you decided on a blockchain network to partner with?

We are still in the selection phase. Our priority is scalability since we are dealing with digital products. Understanding both the marketing and technical capabilities of a blockchain is crucial for us, as we want our collaboration to be noteworthy and engaging on both sides.

Our technical team is fully equipped, so technical challenges should be manageable. For instance, I've heard that Solana is user-friendly, similar to Ethereum, but we're thoroughly evaluating the best options for effective scaling.

Regarding regulations, have you encountered any hurdles while implementing your services, and do you foresee challenges ahead?

So far, we've not faced significant regulatory challenges. Most of the obstacles have arisen from brands themselves. The fashion industry is notably slower in adapting to new technologies than other sectors. It often requires considerable time to convey how accessible and essential these innovations are for their progress.

Do you believe luxury brands find it harder to transition to Web3 compared to mass-market brands?

I wouldn't attribute the challenge solely to luxury brands. In fact, many have displayed a significant interest in blockchain technologies as they align well with their interests. Numerous luxury brands have already explored digital avenues, like NFTs.

For instance, Prada engages in monthly NFT launches, while Dolce & Gabbana has introduced its NFC collections. Various high-end brands were pioneers in this space. They recognize that blockchain offers natural advantages for their products. Conversely, mass-market brands are still in the exploratory phase, primarily engaging with the entertainment aspects like AR try-ons and digital fashion shows, mostly for marketing purposes.

Could you highlight some notable collaborations or campaigns that SEAMM has executed during Paris Blockchain Week and beyond?

During Paris Blockchain Week, our primary objective was to network and seek blockchain partners, as this was our first opportunity to engage with blockchain entities and promote awareness about digital passports and our future direction.

As for past collaborations, we’ve engaged with numerous emerging brands globally, from the UK to China. A notable achievement was our digital pop-up event during Shanghai Fashion Week, and previously, we had successful participations during Berlin Fashion Week.

We also took part in Milan Fashion Week, where we had fruitful discussions with prominent brands like Valentino, Dolce & Gabbana, and Hugo Boss. We hosted a VIP dinner and participated in the Digital Couture Summit, presenting our marketplace and products while networking with key players in the fashion industry. Subsequently, we also featured in London Fashion Week, collaborating with emerging talents like Anciela.

Do you believe events like Paris Blockchain Week sufficiently cover the fashion landscape?

The industry deserves more spotlight because fashion is a massive, lucrative sector that encompasses a lot of ground to cover. I see this as a gradual evolution over several years.

I would prefer to see more comprehensive coverage at such events, with greater brand representation and expanded opportunities for discussions and panels. Currently, I think the proceedings at Paris Blockchain Week are inadequate to fully encapsulate the fashion sector's diverse narratives.

What future events do you plan to attend, and what are your expectations?

We aim to participate in all significant crypto and blockchain gatherings relevant to our field. Staying attuned to evolving trends while networking with key industry figures is crucial for us. Currently, during Paris Blockchain Week, we look forward to attending NFT Lisbon in May.

There are multiple events in Asia on our agenda, including engagements at NFT Rome. We are also committed to being present at all the major fashion weeks worldwide, beginning with New York, London, Milan, and Paris Fashion Weeks, while also exploring opportunities in Asia, which is an emerging market for us.

Exploring the Journey from Paris to the Metaverse: Innovations in Digital Fashion Revealed by SEAMM’s Co-founder - Metaverse Post