Brave New World
Basic information
Project Title
Full project title
Category
Project Description
Brave New World aims to give a voice to the unheard members of the fashion system. On our co-creation platform, participants can design garments together and choose which sustainable materials will be used.
Brave New World speaks to all that are passionate about fashion and sustainability, as it has two design modes: an expert mode for advanced fashion designers and a story mode where novelty users can design in a virtual 3D workspace.
Project Region
EU Programme or fund
Description of the project
Summary
Brave New World (referred as BNW later) is a sustainable, subscription based, fully transparent co-creation platform to help fashion pioneers connect and create together by providing an innovative and transparent approach to the fashion design process and giving a voice to every member of the community. It is accessible via app or PC. The concept was developed by an international, interdisciplinary project team consisting of five students from China, Germany, France and The Netherlands.
The business concept focuses on the following aspects:
a) building a community
We build an online community by letting users work together to achieve innovation and sustainability. Users can share their ideas on our platform to start a discussion
b) creating a fully transparent and sustainable product development process
The design process is divided into multiple steps, such as designing the silhouette, selecting materials, and choosing suppliers. For every step, there is a design round and a voting round. BNW is able to offer full transparency to its users. Profound information concerning materials, sites, creators and process is presented to and voted by the customer in an accessible way. Based on the brand’s transparency approach and the demand – led production system, we are able to minimize the waste in our product development process, collaborate with local communities, and have our customers create freely.
c) making the fashion industry more accessible
BNW offers a unique solution in user experience. The "story mode" offers novices and intermediates a large number of possible modifications, so they can express themselves without having to master any software since everything is done directly on the platform. The "expert mode" offers infinite creativity to creators with advanced skills in design software. Also, the voting system gives a voice to each person who can express his or her feelings about the work of all.
Key objectives for sustainability
BNW business model actively works towards a more sustainable fashion industry (see Image 1). The sustainability strategy is derived from the elements that present major problems in the context of the textile and apparel industry: a) lack of transparent business processes and b) overconsumption leading to unnecessary exploitation of resources and excessive textile waste. While addressing these industry-specific problems, the outcome can be reflected more clearly in the Sustainable Development Goals (SDGs). Eight of the STGs are taken into consideration, that are feasible to be fully reached or positively impacted by BNW’s innovative business processes. BNW has a design-focused business model and therefore offers a distinct product development process and products. Therefore, the basis for decision in the sustainability context is the TED’s Ten, as proposed by Mistra Future Fashion. As sustainability already starts in the design phase and the design phase is the core of the business, applying this concept as part of the sustainability strategy is a suitable approach for Brand New World. For the sustainability strategy, the goals are divided into two sections according to their outcome: value addition and impact reduction.
Specifically, BNW has plans to achieve the following SDGs:
The specific SDGs as well as BNW’s measures to achieve them are depicted in the following:
-Deliver value: SDG5, SDG9, SDG10, SDG11
-Reduce footprint: SDG12, SDG13, SDG14, SDG15
Key objectives for aesthetics and quality
As the final product is developed in a co-creation approach, allowing fashion-newbies as well as experienced designers to submit and vote on ideas (see images 2, 3 and 4). BNW doesn't follow a distinct brand aesthetic. Beyond providing merely a product, the brand functions as a service provider with the objective to provide a rich, creative and rewarding experience. The process and therefore enabled experience is inspired by the gaming industry, as the platform aims to make the process as enjoyable and rewarding as possible. This experience is created by the following aspects:
a) a seamless and effortless design process
In contrast to the traditional product development process, the number of steps to reach the final product is significantly reduced. For example, by using a 3D design approach the need for physical prototypes becomes obsolete. The steps of product development are broken down in an easy to follow way that does not require users to think about wrong and right but just to enjoy the process.
b) unique products for the physical and digital world
Within a given framework in the “Story Mode” and complete design freedom in the “Expert Mode”, users are able to decide what their product looks like - from shape and pattern, fabric, pockets and additives, no matter how small the detail is. The brand experience doesn’t stop with the end of the design process, as users can appreciate their unique garment physically and digitally, e.g. by presenting it on social media.
c) an interactive and rewarding platform motivating user engagement and creativity
Creating a group effect is highly important, because it is a crucial way to make the industry more democratic and transparent. As Brave New World aims to create a community, the platform also facilitates and motivates user engagement. Therefore, a reward system is set up, giving users the possibility to accumulate points through different actions. Those can be exchanged for example for product discounts.
Key objectives for inclusion
One of the key objectives of this project is to make the fashion industry more accessible. The current fashion industry is controlled by a small group of companies in a top-down manner. BNW’s concept is based on the mission to change this and give power back to the people and include them in the process. The following aspects increase inclusion:
The platform is designed to be accessible for everyone at all times. For the business model to generate revenue and to be able to maintain the platform, it is necessary to charge a small fee. However, comparable to other subscription-based platforms, the fee is kept as small as possible.
Further, the platform is accessible and inclusive as it takes different skill levels into consideration. Participants can choose which part of the process they want to be involved in, some might be more comfortable with only creating moodboards and color palettes, while others might use the platform to train their sketching skills. For participants with no prior experience in fashion design, a virtual 3D design environment is provided. In this workspace, it is possible to design garments in real time by changing dimensions and moving/adding details
Beyond, the platform is inclusive, as it is not focused on one specific aesthetic or style. Any user is encouraged to be creative and share their ideas with the community, without any design restrictions
Lastly, Brand New World not only aims to include the current society, but also thinks about next generations by being a sustainable brand. All suppliers and manufacturers connected to the platform have to meet certain sustainability requirements and provide full disclosure about their production processes. By doing this, it is ensured that participants do not choose a cheaper material at the expense of sustainability
Innovative character
BNW is unique because of blending community-based co-creation, sustainable and transparent approaches, and digital tools. BNW innovatively engages with consumers in this ever-changing environment.
- Community-based co-creation: Compared to NikeID, Print All Over Me, and other existing co-creation platforms, BNW stands out for its voting and rewarding mechanism that actively engages and connects the consumers.
- Sustainable and transparent approaches: There are other businesses in the fashion industry that are transparent. But BNW views sustainability and transparency in another way. Besides BNW’s information transparency, we are able to work globally and manufacture locally.
- Digital tools: 3D product development process is relatively new in the fashion industry and limited to professional users. BNW is adapting the process to users with different skill sets and backgrounds to make fashion more accessible to anyone who wants to be part of it. Plus, within BNW’s platform, we are able to offer both virtual and physical end-products to our customers.
- Future opportunities: Since BNW is working globally and manufacturing locally, there are opportunities to partner with gaming companies worldwide and collaborate with local artisans.
Overall, BNW fits perfectly with the digitalisation of industries, especially the textile and fashion industries. Indeed, it is necessary to adapt to the ever-increasing willingness of new generations to live with digital tools.
