648 generative pieces co-created with digital artist Nicolas Sassoon are now available to collect on the DRAUP platform under the slogan ‘code is the couture’
The future of digital luxury? Code based couture.
In the past two years every major fashion brand has done a digital fashion drop, from Gucci’s NFTs to Balenciaga’s forays into Fortnite.
Yet, in spite of this “mainstream adoption,” many consumers and creators disregard digital clothes, perceiving them as counter to the values of their traditional counterparts.
Nowhere sees this more than couture. As the oldest and highest form of fashion, the term ‘digital couture’ is seen as an oxymoron. Where couture seeks artisanship, digital fashion sells automation. Where couture seeks skill, digital fashion sells scale. And where couture seeks exclusivity, digital fashion sells accessibility.
Through the launch of our platform and inaugural collection, DRAUP’s vision is to change this conception, proving that digital fashion is not at odds with couture, but rather its evolution.
As one of the oldest organizations in fashion, the Fédération de la Haute Couture et de la Mode has been regulating haute couture since 1868.
To qualify for couture status, designers must demonstrate that they have art in their atelier and personalisation in their pieces.
DRAUP brings these two elements squarely into the digital space.
In the place of skilled seamstresses, tailors and embroiderers, DRAUP works with renowned digital creators to create our clothes. And to personalize our pieces we use algorithms in our atelier.
Now, for the first time, our practice comes to light with the release of our first collection, available now on the DRAUP platform.
About SEEN ON SCREEN:
Working with Nicolas Sassoon — a renowned digital artist whose exploration of pixel patterns has led him to collaborate with brands like Uniqlo and Balenciaga — we’ve handcrafted digitally native textiles.
And to personalize our pieces, we've bought the centuries old craft of generative art making — using autonomous systems, to create art — into the context of high fashion for the first time.
Over the past 2 years generative creation has been celebrated by the art world. With collectors regaling in the aesthetic outputs of algorithmic art, as well as in the code that creates them.
In DRAUP’s digitally-designed atelier, we leverage these same generative systems but apply them to fashion. Our algorithms automate artisanship by determining the cut, color, material and pattern of our clothes at the time they are bought.
We see this practice as the digital extension of couture’s customization. Just like in couture, each garment is unique to its buyer, yet tied to the wider collection with a shared algorithmic thread.
And in owning one of these pieces a buyer gets not just a garment, but in Sassoons words “an optical sculpture, an interactive object, a wearable piece of digital art.”
With 648 generative garments, and a collector-focused platform, DRAUP aligns couture’s creative concepts with crypto’s new digital principles to prove that code can be couture.
We’re proud to offer you a piece of fashion’s future
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SEEN ON SCREEN is available to collect now on the DRAUP platform. Follow DRAUP on Twitter and join our Discord to stay up to date