On October 18th, 2024 SEAMM took center stage at the renowned Institut Français de la Mode in Paris. Our CEO, Alexandra Maslova, led an inspiring presentation exploring the exciting intersection of fashion, IoT, gaming, and phygital experiences. The event marked a significant milestone as SEAMM continues to redefine how technology enriches the traditional fashion industry.

Fashion and Technology: A Future in Sync

At the Institut Français de la Mode, a prestigious hub for textiles, fashion, and luxury education, participants immersed themselves in the cutting-edge trends shaping the future of fashion. The one-day intensive course was designed to provide deep insights into connected experiences, connected products, and phygital innovations—a hybrid of physical and digital elements in fashion.

The course, led by Dr. Giovanna G. Casimiro, an XR specialist and brand strategist renowned for her work with Decentraland, gave attendees a unique opportunity to engage with real-world applications of fashion technology. Dr. Casimiro's expertise in the metaverse, particularly her role in spearheading the first Metaverse Fashion Week, enriched the discourse around merging fashion with innovative digital realms.

Alexandra Maslova’s Workshop: Phygital Fashion in Action

Building on SEAMM's history of collaborations with academic institutions such as Rhine-Waal University of Applied Sciences in Germany and Manchester University, Alexandra Maslova's presentation at the Institut Français de la Mode explored the practical applications of digital fashion. Her workshop emphasized the transformative power of SEAMM’s phygital fashion platform, showcasing a case study with a real fashion brand, detailing the full journey: digital twin creation, AR lenses with customization, CGI videos, game skins, and Digital Product Passports.

The hands-on session featured:

• A live demonstration of 3D fashion design and prototyping, allowing students to see garment creation from scratch using a digital tool.
• The integration of AR lenses for virtual try-ons, showcasing how augmented reality can elevate customer experiences through platforms like Snapchat and Instagram.
• CGI videos that demonstrated the versatility of digital content for fashion storytelling.
• Insight into game skins and how fashion can adapt to gaming platforms, offering a glimpse into the future of in-game fashion experiences.
• Students had the opportunity to test AR apps and explore VR fashion shows using demo devices, bridging the gap between the virtual and physical worlds.

A Visionary Path for Fashion Designers

Reflecting on the event, Alexandra Maslova shared her thoughts:

"It is essential to share with future fashion designers the vast opportunities that technology brings to the fashion industry today. With our expertise and SEAMM solutions, the new generation can forge a visionary path for the future of fashion."

This presentation is another testament to SEAMM’s commitment to pushing the boundaries of what’s possible in the fashion industry. From digital twins and AR try-ons to game skins and Digital Product Passports, SEAMM is enabling brands to evolve with a tech-forward approach, while empowering the next generation of fashion innovators.

At SEAMM, we're thrilled to continue collaborating with educational institutions like the Institut Français de la Mode, fostering an environment where fashion and technology converge to create a more sustainable, connected, and innovative industry. Stay tuned as we continue to lead the charge in the phygital fashion revolution.