Emerging label Egonlab welcomed the upcoming season in the form of a utopian debut show and a number of digital activations, including a collaboration with Crocs on a non-fungible token (NFT) collection.
Florentin Glemarec and Kevin Nompeiz, the designer duo behind the new haute couture house, walked the runway at Paris Fashion Week to present an AW22 collection, titled “Egonimati”. Its name refers to a secret society that established a new world order centered on universal happiness, a utopian vision which, according to the brand, “is embodied in around thirty silhouettes with telluric power”.
Male and female models paraded down the catwalk of the Oratoire du Louvre in Paris in mostly dark-toned clothes, with occasional bright hues sprinkled among them. Layers and voluminous silhouettes were prominent features throughout the line, with some looks reminiscent of Illuminati figures, albeit more theatrical. One notable piece came in the form of a pyramid-shaped ball gown formed from 20 draped pieces of fabric that appeared to float as they moved.
A partnership with glovemaker Agnelle was also present on the catwalk, seen on a number of models who donned a selection of handcrafted lambskin gloves that appear as quilted outer sleeves. Much of the collection implements Egonlab’s collaboration with Cashmere Flakes, which provided the design house with a cashmere fiber that it says “respects the environment and the goats’ pace of life.”
Digital activations that take the brand into the metaverse
Alongside its inauguration, the creators also unveiled several digital-centric partnerships and projects to accelerate its “dematerialization,” as he described in a statement following the show.
In association with the digital creation studio Cosmic Shelter, Egonlab has launched a metaverse-like site, which forms an immersive experience that reflects the brand’s often mysterious aesthetic. A digital showroom will also be available via augmented reality headsets, allowing users to view Egonlab parts in the virtual world.
It continues its digitization through a collaboration with Crocs, on the launch of a five-piece NFT collection composed of classic shoe models embellished with crystals. A portion of the proceeds from the digital work will be donated to charities that provide digital technology to underserved young people.
