Élan
Client
Élan
Year
2023
Scope of Work
A digital wardrobe plugin and platform.
Location
London
Élan is a digital wardrobe plugin and platform with its own in house clothing line. The video-first online fashion platform is catered to the Gen-Z consumer through an online shopping destination bringing an expertly curated selection of culture-making brands from around the world. The platform channels the power of creators by leveraging live and short-form video/ image content to create a modern fashion shopping experience backed with confidence-inducing styling advice.
How does it work
The goal was to build a more interoperable and personalised fashion experience for everyone.Once in the wardrobe, users have a convenient and personalised way to discover, organise, curate and save fashion content from across the web.The fashion market is to grow 6.61 billion dollars, led by brands entering digital platforms:
Metaverse fashion market to grow 6.61 billion dollars, led by brands entering digital platforms:Once in the wardrobe, garments are sorted into different categories of style and purchases as well as being sorted by designer, brand and type of garment in a curated feed of recommendations from across social media, your photos and the web. Users are also rewarded for sustainable purchases and brand loyalty in a tiered membership system.
Digital to Physical
Each garment that is uploaded is tokenised on the polygon (Matic) blockchain for secure and transparent tracking of ownership. This Digital twin infrastructure offers a number of benefits. For example, The secondary market supports a circular fashion model through purchased and pre-owned clothing. Through its use of blockchain technology users can buy and sell tokens representing ownership of specific products. This will provide users with more flexibility in how they use and dispose of their fashion items and supports circular models through reuse of garments.
Interoperability
There is currently a growing demand for a new wave of interoperability where fashion is not restricted by one platform. With the rise of social media, the metaverse and digital fashion there is no wonder '60% of Gen Z believe that presenting oneself well online is more important than doing so in person.' Élan aims to meet this demand by providing users with a convenient and personalised way to discover, organise, curate and save fashion content from across the web.Ultimately, the user has a choice to buy, sell and trade on the secondary market, as well as utilise the digital wardrobes primary marketplace to purchase, style and curate their own wardrobe with brands and other users.
The overall user journeys are split into four main categories for simplicity:
- The digital wardrobe app
- The primary and secondary marketplace
- Digital plugin.
