The world’s first digital-only fashion platform
THE FABRICANT
Exploring self-expression beyond what is physically possible with a pioneering digital strategy and an innovative product MVP.
SERVICES
PRODUCT STRATEGY
BUSINESS STRATEGY
ART DIRECTION
DESIGN
DEVELOPMENT
PROJECT INFO
Challenge
In a time when digital has taken on more forms and meaning in our lives, it has also become a necessity for the world of fashion. Today’s fashion experience needs to provide people with new ways to express their ever-changing identities while remaining environmentally conscious.
Solution
Together with The Fabricant, we researched and developed a breakthrough in digital fashion through an agile methodology. LEELA—a revolutionary way for everyone to explore their self-expression beyond what is physically possible.
Outcomes
The project went from idea to the first MVP in just six weeks. Within three days of launch, 600+ digital avatars and 1800+ digital looks were created and shared on social media. The project received worldwide media coverage and multiple design excellence awards.
Dress up your multiple selves in the non-physical world of digital fashion.
Welcome to LEELA, your metaverse playground for self-expression.
In a time when digital has taken on more forms and meaning in our lives, it has also become a necessity for the world of fashion.
Together with The Fabricant, we researched and developed a breakthrough in digital fashion. Introducing LEELA—a revolutionary way for everyone to explore their self-expression beyond what is physically possible.
Challenging the norms of fashion and identity
As Gen Z gradually becomes the defining generation of modern culture, their new expectations of fashion are on the rise. Today’s fashion needs to provide people with new ways to express their ever-changing identities while remaining environmentally conscious.
Centering around this shifting paradigm, the LEELA experience was architected to be fluid in its interaction and expression.
‘LEELA’ stands for dancing and playing
The word LEELA comes from the Hindi language, meaning to dance and play. LEELA’s mission is to provide a self-expressive playground, not merely a fashion e-commerce site. This ‘play’ ethos inspired many of our design decisions and lends itself throughout the interactive framework and visual language.
The team understood the creative and technical aspects of visualizing and presenting fashion in engaging ways. They found new ways to deliver the desired results on time and at high-quality standards.
ADRIANA HOPPENBROUWER
FOUNDER AND MARKETING DIRECTOR,
THE FABRICANT
Harnessing ambiguity to fuel innovation
As with any research and development initiative, we came into this project with unknowns, from both a technical and market-fit perspective.
To tackle these unknowns, we opted for an AGILE and embedded collaboration with clients. Along with several guerrilla tests throughout the project, this process allowed us to get feedback fast, fail fast, and innovate even faster.
The LEELA Beta was launched in April 2020 and received significant engagement and positive recognition from the fashion industry and world-leading publications.
OUTCOMES
Weeks, from idea to MVP
6
Digital avatars created within the first three days
600+
Digital looks created and shared on social media within three days of launch
1800+
Avg session duration
3:30m
Bounce rate
27%
Awards — Awwwards SOTD, FWA, CSS Design Awards, Awwwards Mobile Excellence
4X
This project was led by Your Majesty, Amsterdam’s award-winning creative agency that became part of Infinum in 2025. The original case study can be read here.
