It has been over a year since we last spoke to the team at The Fabricant and as avid supporters of their ground breaking mission it was about time we caught up with them. Co-Founder Adriana Hoppenbrouwer-Pereira explains who they are and what they are doing in the world of 3D fashion design and animation...
By Diane Richardson, Playtime Editor (email@example.com)
The Fabricant is a digital fashion house leading the fashion industry towards a new sector of digital-only clothing. We specialise in photo-real 3D fashion design and animation. Our work operates at the intersection of fashion and technology, creating digital couture and fashion experiences that are always digital, never physical.
We aim to show the world that clothing does not need to be physical to exist. We believe the digital-only fashion sector will open up new creative avenues beyond the limits of the physical world, while promoting sustainability and drastically reducing the negative environmental impacts of the current fashion paradigm.
I believe, to change the toxic environmental and cultural aspects of fashion we need to change the experience. Digital-only fashion provides many new opportunities to do so.
Kerry Murphy, Founder of The Fabricant
Digital fashion is a vast and untapped creative terrain, where the previously physically impossible becomes possible. We see ourselves as ‘fashionauts’ committed to exploring the potential of this new world through our digital couture and compelling 3D fashion narratives.
We collaborate with global brands and retailers, bringing our expertise as leaders in the digital fashion sector, and providing solutions that address both the short-term needs as well as the long-term gains:
– 3D sampling: sales and marketing teams can continue to operate remotely without ever boarding a plane or crossing a border
– Digital showrooms and shows: where collections can be shown in hyper-real immersive 3D narratives, giving instant access and insight into the themes, shapes, patterns, and inspirations behind an entire new season output
– Digital-only fashion: creating brand engagement and new revenue streams via the creation of digital-only garments that become shareable content or tradable digital collectibles
Finally, we are committed to open up a new industry of digital-only fashion, where anyone can curate their Digidentity (Digital Identity) and express themselves freely through fashion. That is why we started developing LEELA – a digital-only fashion platform. Our vision is for LEELA to be a playground for self-expression, where users are free to be whoever they choose and express their multiple selves in the non-physical world of digital fashion. The Beta version (https://digital.fashion/) was launched last April and is another step in our research process to deliver a new fashion experience and open the sector of digital-only fashion.
WHY IS DIGITAL FASHION AN INDUSTRY GAME CHANGER?
Fashion is one of the last creative industries to embrace technology. It is equally one of the most polluting. We see the opportunity to use technology to make the industry more sustainable while expanding its creative options in unlimited new ways. The digital fashion environment opens up new avenues for all stakeholders in the industry, both creatively and in terms of its potential as an emerging market.
The Fabricant wastes nothing but data and exploits nothing but imagination. Digital garments vastly reduce fashion’s impact on the planet’s resources and the natural world. When clothing is always digital, never physical, pollution and waste reduction are non-topics. In this new sector, there’s no need for samples, high retail stock levels or size ranges. It’s sustainable by its very nature.
“The digital world gives a space for a new wave of creativity, using materials that go beyond fabric. Materials that can never exist in the physical world, like water, smoke or light. Maybe you would like to be on fire all day, because you feel so lit. Be my guest. Explore.”
Amber Jae Slooten, Co-founder, Creative Director
Digital-only fashion has no history, no format and no existing template to follow. From this standpoint the very idea of physicality and seasonality is not relevant. Digital fashion challenges the norms of the fashion industry and enables a much closer understanding of customers’ reality and a faster response to their needs, any time, anywhere.
HOW WILL DIGITAL FASHION INFLUENCE CONSUMERS?
Through our digital clothing, The Fabricant is returning to the heart of what fashion was always meant to be – a playful arena to explore and express our identities and individuality. The fashion future we are building is collaborative, creative, diverse and inclusive. In digital fashion people are not passive consumers, but creative agents crafting their self-expression and curating their virtual identity through digital clothing.
“Just like happened in the film, architecture and music industries (to name a few), digitalisation will create new possibilities for the fashion industry, replacing old craft methods with new, more efficient and sustainable ones.
Adriana Hoppenbrouwer-Pereira, Co-founder
Young people in particular have an instinctive understanding of the digital space and its power to enable self expression. For them the digital world has equal validity to physical life as an environment in which to explore and express their various selves. Our work seeks to emotionally connect with these digital natives to co-create an inspiring, innovative and sustainable fashion landscape that’s attuned and relevant to their values and interests.
Kerry is the founder of The Fabricant, a digital fashion house leading the fashion industry towards a new sector of digital-only clothing. His education is in film and visual effects and he worked in the advertising industry for companies like Facebook, Nike, Asics, Under Armour, Playstation, Philips and many more for over a decade, before establishing The Fabricant full-time in 2018 following two-years of technical and business development.
Finland-born Kerry combines his technical 3D/VFX, creative direction and business skills to form the foundation of The Fabricant.
Amber is co-founder and creative director of The Fabricant. She graduated from Amsterdam Fashion Institute (AMFI) in 2016, and was the first ever person to graduate from a fashion school with a fully digital-only collection that contained no physical garments whatsoever. Technology has always been a guiding line in her work as she combines a strong foundation of fashion design skills with several years of experience working with 3D software tools for her creations.
Nominated as young designer for the Dutch Design Awards and shortlisted as one of the most disruptive women in tech, Amber strongly believes in creating a more sustainable fashion industry through digital transformation. She never touches a single piece of physical material in her work, as 3D design tools provide her with a wider range of possibilities to endlessly express her creativity.
Over more than 20 years, Adriana has held commercial positions up to boardroom level, in large global consumer brands like Coca-Cola, SCJohnson, Orange mobile, Nike, Hunkemoller and Hema. She led business wide transformation, often involving development of new digital business models and omnichannel capabilities.
Named among the top 200 female leaders in the Netherlands by Elsevier, Brazil-born Adriana has an MBA from Cranfield University (in the UK), and most recently attended Amsterdam’s THNK Design Thinking school.
CONNECT WITH THE FABRICANT AND JOIN THE DIGITAL FASHION COMMUNITY:
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