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image credits @roksanda & iodf

NFT first at Roksanda

There was some talk last week of how less exciting the turnout would be for this edition of London Fashion Week with several of the biggest names, especially Burberry, not presenting their collection on schedule this season. Without them, international buyers and press have been known to skip London to go straight to Milan and Paris.

But if we were worried about lack of impact, I’m glad to see womenswear designer Roksanda Ilincic stepping up boldly into the limelight. The designer presented a daring collection while also launching the first NFT, designed in collaboration with Institute of Digital Fashion, to be sold during London Fashion Week (and in sterling, not crypto!) at the end of her catwalk show. She (her team rather) did well to dress a couple of FROWS (of front rows) worth of influencers and friends of the brand. It looked good on social and felt great (to me), between the colour and the relaxed glamour on show, despite what I assume to be the grey February surroundings.

Lastly, let’s point out that experimenting comes at a cost and Ilincic partnered with ClearPay, one of the main sponsors of the collection. I'm guessing putting all of this together wasn't cheap (or easy) for an independent label like Roksanda. Another reason to cheer!

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