The runway is going virtual, empowering new creators and breaking industry boundaries through community-driven digital fashion. 

In this episode, I chat with Nirmala Shome, the Head of Marketing and Growth at a digital fashion house, The Fabricant, to break down what that means, how they’re trying to build a new fashion industry where everybody participates and profits while leveraging blockchain and augmented reality, how creativity is transcending beyond physical apparel, and the role of fashion in gaming. 

With over 15 years of experience across digital agencies, e-commerce platforms, and immersive startups, Nirmala has honed her expertise as a digital producer, community builder, and storytelling marketer for emerging technologies, having worked in advertising and digital production in both Melbourne and New York.

Learn why major luxury brands are now investing in digital-only clothing and products tailored for virtual worlds and metaverse environments. Gain strategic insights on co-creation, authenticity, and digital ownership from a leader guiding a fashion startup through rapid technological shifts.

We dive into:

2:00 Nirmala's Career Journey and Transition into Digital Fashion

05:00 Exploring the Potential of Digital Technology in Fashion

09:00: The Shift from Traditional Marketing to Digital Marketing

12:08 The Journey from Australia to New York and Europe and their different work environments 

16:08: The Impact of Digital Technology on Fashion Industry

20:04: The Role of Community in Web 3.0

23:06: The Influence of Different Work Cultures on Career

27:02: The Evolution and Future of Digital Fashion

30:40: The Challenges and Opportunities in Digital Fashion

33:50: The Role of Gaming in the Future of Digital Fashion

38:00: The Impact of Digital Fashion on Consumer Behavior

41:50: The Intersection of Fashion, Culture, and Community

44:08: The Role of Blockchain in Digital Fashion

48:00: The Ethical Considerations in Digital Fashion

50:08: The Transition from Community to Marketing and Growth

54:50: The Future of Metaverse and Digital Fashion

Bio:

Nirmala Shome joined The Fabricant in 2020 and has worked across product and production. She is now heading up the Marketing and Growth pillar to focus on The Fabricant's mission to grow and nurture the new digital-only fashion ecosystem. She started off in advertising and digital production, working across Melbourne and New York, and is now based in Amsterdam.

For the full show notes with transcript and resources, visit https://www.aribajahan.com/upnextintech/nirmala-shome

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🔗 CONNECT WITH NIRMALA SHOME

Twitter: https://twitter.com/nirmala_shome

LinkedIn: https://www.linkedin.com/in/nirmalashome/

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CREDITS:

Podcast art by Emma Johnston

Podcast edited by The Sunshine Collective

Site by RR Digital Media

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