Responses by Viet Michael Hoang, senior strategist, Your Majesty.

Background: We are living in a time when digital has taken on more forms and meaning in our lives. As Generation Z gradually becomes the defining generation of modern culture, their new expectations on fashion are on the rise. Today’s fashion needs to provide people with ways to express their ever-changing identities while remaining environmentally conscious.

Together with The Fabricant, Your Majesty researched and developed a breakthrough in digital fashion: LEELA. LEELA is a revolutionary way for everyone to explore their self-expression beyond what is physically possible.

Design core: To highlight The Fabricant’s mission to challenge the norms of fashion and identity, the LEELA experience was designed to be both literally and figuratively fluid in its interaction and visual expression. Here, users can dress up their multiple selves with virtual garments in three steps:

• Take a picture of their face to create their Digital Self.
• Enter the Exploration Zone to curate their looks.
• Share their LEELA looks and express their multiple selves.

Favorite details: The word LEELA comes from the Hindi language, meaning “to dance and play.” This “play” ethos manifested itself throughout the site via elements such as the liquid deformation of type on hover state, the fluid loading screen, 3-D buttons and generally an interaction framework that feels inherently social.

Challenges: We came into this project with many unknowns, from both a technical and market-fit perspective. Therefore, we opted for an Agile and embedded collaboration with our client. Along with several guerrilla tests, user interviews and experiments throughout the project, this process allowed us to get quick feedback, fail fast and innovate even faster.

Technology: For this project, we partnered with Didimo—a leading creator of high-fidelity digital humans. In combining Didimo’s 3-D capabilities with our technology stack, we made it possible for users to easily create their digital selves with a selfie.