Digital Fashion

Adriana Hoppenbrouwer-Pereira is a highly accomplished business leader, entrepreneur, and mentor with a strong background in marketing, e-commerce, and digital innovation. She is currently the Co-Founder and Chief Creative Officer of The Fabricant, a digital fashion house leading the fashion industry towards a new sector of digital-only clothing. The Fabricant creates intriguing and seductive 3D fashion narratives and experiences that are unconstrained by the boundaries of the physical realm.

Adriana is also an active member of Entrepreneurs’ Organization NL, where she works alongside like-minded entrepreneurs on personal and professional development. She serves as a moderator for the SheFi Investment Pod, a decentralized finance and crypto educational initiative aimed at onboarding more women into the new financial economy. Additionally, she is a mentor for FARE Capital and Startupbootcamp and a former member of the supervisory board for PLUS Retail and HEMA Foundation.

Adriana has held several executive leadership positions throughout her career, including board member and CMO/Director of Customer & Digital at HEMA, board member and Global Marketing & Multi-Channel Director at Hunkemöller, and Head of Northern Central Europe Marketing and EMEA Brand Manager Women's Training at Nike. She has also worked for Orange, SC Johnson & Sons, and AC Nielsen.

#FridayFutures Highlight 4: Adriana Hoppenbrouwer-Pereira, Co-Founder & CCO - The Fabricant

How and why did you move or got into the space?

 It is exciting to explore the ways in which digital platforms provide us with the opportunity to recreate our identities and build new systems of equality and inclusivity in the fashion industry.

First and foremost, the digital space allows us to break free from physical boundaries and preconceptions that we face in our everyday lives. We have the freedom to create and express ourselves in any form we choose, whether it be as a dinosaur, a bear, or any other creature we can imagine. Fashion becomes a means of augmenting and building our digital identities, and the possibilities are endless. In this way, the digital space can be a humanitarian force, allowing us to connect with others on a level beyond the superficial filters we often use in the physical world.

On a more practical level, the digital space offers us the opportunity to equalize and democratize the fashion industry. Through technologies such as blockchain, we can fragment ownership and create new royalty and economic models that empower individuals and promote equality. This technology also allows for the possibility of launching a fashion label with minimal capital, making it accessible to anyone with a passion for fashion and the skills to create. This represents a significant shift away from the traditional model of fashion design and production, which often involves labor exploitation and wage disparities.

In conclusion, the digital space offers a unique opportunity for the fashion industry to move towards a more inclusive, equitable, and humane future. It allows us to redefine our identities and to create new systems that promote equality and empower individuals, regardless of their background or socioeconomic status.

What role do you play in the wealth space now, and why is it important? 

Currently, the trend seems to be shifting towards a younger audience who heavily rely on digital technology. The internet has been a very innovative space, especially for early adopters who make up around 10 to 15% of the population. These are the people who are actively exploring and creating content for the world. Fashion is no exception to this trend, and we believe that more and more people will become early adopters in the context of fashion.

In the past, it would have been hard to imagine that we would be sharing pictures and videos with friends and family on a daily basis, but now it has become a common practice. Similarly, we strongly believe that digital fashion will become mainstream in the future, and there are already many use cases that support this claim.

The digital fashion industry is twofold. The first is infrastructure, which includes blockchain technology that allows for digital ownership and new business models. The second is media evolution, where we have seen a shift from text-heavy content to pictures and videos, and now to immersive technology. As a result, we believe that it will become common for everyone to have a 3D identity and the need to dress it. We predict that our digital store will be bigger than our physical one.

In conclusion, we see digital fashion as an emerging trend, and we believe that it will become increasingly popular among the younger generations and early adopters. It will offer new business models and create opportunities for immersive experiences.

What is the most exciting thing you’ve learned that you would want others to know?

One of the most noteworthy aspects of our experience thus far has been the surprising speed with which people are understanding and embracing the concept of digital fashion. We anticipated that it would eventually gain popularity, but even we were caught off guard by the rapid rate of adoption. What's even more astonishing is that the fashion industry has proven to be the most enthusiastic sector to embrace blockchain technology. This has come as a surprise to us, as we initially anticipated that entertainment would lead the way in terms of adoption. However, the fashion industry has invested the most in non-fungible tokens (NFTs) over the past two years, which is an impressive feat.

Another unexpected and delightful outcome of our work has been our ability to motivate and inspire a new generation of digital fashion designers. We're proud to note that more and more fashion schools are beginning to offer education on 3D fashion, which is a major step forward. While it's vital to learn the ins and outs of 3D software, taking that knowledge and building a successful digital fashion design career requires a different level of skill and knowledge. We are continually meeting young designers who are eager to embrace this opportunity, and we find their enthusiasm very inspiring.

What are some practical examples of innovative fashion projects that have caught your attention in recent years?

I have observed various exciting collaborations and projects within the fashion industry that integrate emerging technologies to create unique experiences. One such collaboration was with Vogue Singapore, where the magazine's cover featured a massive QR code that unlocked an NFT which could be collected and a filter that enabled users to try on the pieces displayed in NFT. I was impressed with their forward-thinking approach to integrating new technology with traditional media. Another notable project was the first NFT of Adidas, which was done with Fabricant. They shared their IP with their fan community, allowing them to create artwork with a jacket file they provided. The final selections were auctioned off, and the profits were given to projects supporting girls in tech. The Doja Cat NFT project was also pioneering, with a physical element attached to the NFT, bringing the web3 community into the fashion world and educating them about fashion's beauty, storytelling, and craftsmanship. Lastly, I must mention that in 2019, we made history by creating the first-ever fashion item on Chain, which sold for 54 ether.

What advice do you have for someone getting started?

Every craft has its experts, and with the advent of modern technology, mainstream tools have enabled many people to showcase their creativity. However, even with these mainstream tools, professionals still excel in their fields. This is similar to how vinyl records are making a comeback despite the prevalence of digital music streaming. While mainstream tools can free up creativity, it is the professionals who truly excel in their craft. The emotional impact of their work can be felt in a way that is distinct from the work of amateurs. This has been true for a long time and will continue to be so in the future.

How can we stay in touch?

You can follow The Fabricant on Twitter and Instagram @thefabricant. 

As for me, you can connect with me on Linkedin and Twitter. It is a pleasure to interact with everyone.

Have thoughts on this week’s topic or question for me or Adriana? Post your thoughts in the comment section. Until next week.🙂

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