Sep 29, 2022
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Fashion tech app start-up Seamm gets $1.7m in funding

Sep 29, 2022

Seamm, a start-up digitising fashion goods for virtual worlds, has raised $1.7 million in funding “to scale go-to-market activities, attract and hire top talent, and accelerate the development of its platform”.

Founder Marina Martianova

Launching from October as part of The Lydian Group, a tech conglomerate specialising in digital assets, it will provide a platform for brands to expand into those virtual worlds, by creating “3D twins of existing physical items” while also having the option to create and sell exclusive digital-only collections.

Describing the launch of Seamm as “somewhat timely’ it cites a fashion industry already taking a deep dive into the realms of the Metaverse, with the likes of Gucci, Balenciaga, Prada and Selfridges all launching their own projects and collaborations.

For users, Seamm “will transport real-life fashion into virtual worlds, adding new ways to personalise game characters and avatars”. Consumers will also get to explore new digital collections from a wide breadth of different fashion brands and renowned artists, use the in-app marketplace to buy items of their choice and then export their belongings into various virtual worlds and video games — they can also keep the most exceptional and rare items as personal collectibles.

Brands already on board include Outsiders Division, Alexandra Moura, Clear To Rain, Rara, Cunnington & Sanderson, Martina Spetlova, Marie de la Roche, No.Na.Me, Advait, and others. The first place where the items will be available is Decentraland, a 3D virtual world platform attracting major brands including Tommy Hilfiger, Estée Lauder, and Dolce & Gabbana.

"Devoted to “creating unique projects with incredible brands, designers, musicians and artists”, the Seamm launch will also kick off with a collaboration with artist Misha Libertee. 

Marina Martianova, founder and CEO of Seamm, said: “We are going to bring selected diamonds of apparel and accessories from the real world into digital form, which can then be transferred to the majority of metaverses and video games. Devoted to supporting independent fashion designers and cult niche products, we’re starting our journey with hand-picked brands from Portugal, the UK, Spain and the Middle East.” 

Martianova added: “The brands we’ve picked so far all have something unique in their approach to fashion — whether it's the women-only factory, empowering single mothers by Marie de la Roche, or producing a maximum of 120 units per any given garment in case of Outsiders Division, or creating bespoke costumes for dance performances, artists and singers, all while seasonally presenting collections, like Alexandra Moura.”

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