Fashion company Egonlab has celebrated the new season’s arrival with a utopian debut runway show and a series of digital activations, including a partnership with Crocs on a non-fungible token (NFT) line.
In September, Florentin Glemarec and Kevin Nompeiz, the creative team behind the newly created high-fashion label, stepped to the catwalk at Paris Fashion Week to exhibit their AW22 collection, which was dubbed ‘Egonimati.’ According to the label, the term relates to a secret organization that built a new world order centered on universal happiness, a romantic ideal “embodied in approximately 30 shapes with tellurian potency,” according to the label.
Models, both men and women walked down the runway at the L’Oratoire du Louvre in Paris, wearing largely dark-toned clothing with a few bright colours thrown in for good measure. Layers and expansive shapes were essential elements of the collection, with detailed looks evoking images of Illuminati members, but in a more theatrical setting. A standout item was a pyramid-shaped ballgown made up of 20 pieces of draped cloth that seemed to float in the air as it went around the stage.
A collaboration with glove manufacturer Agnelle was also on display on the runway, as seen by several models who wore a range of handmade lambskin gloves that were quilted on the outside to resemble outer sleeves. Many pieces in the collection result from Egonlab’s partnership with Cashmere Flakes, which provides the design house with cashmere fiber that, according to the company, “respects both the environment and the rate at which the goats live.”
Digital activations taking the brand into the metaverse
In addition to the runway debut, the designers have announced several digitally-focused collaborations and initiatives that they hope will help speed the fashion industry’s ” dematerialization,” as outlined in a press statement issued after the show.
Egonlab has developed a metaverse-like website with digital development firm Cosmic Shelter. The site creates an immersive experience that mimics the brand’s cryptic design, frequently present in its products. An augmented reality showroom will also be accessible via augmented reality goggles, enabling customers to examine Egonlab objects in the digital world.
It is continuing its digitalization with cooperation with Crocs, which will result in the debut of a five-piece NFT collection, which will include traditional footwear designs embellished with crystals. A part of the proceeds from the sale of the digital artwork will be given to organizations that offer digital technology to impoverished children and teenagers.