PRESS
fashion is a tool to regulate perception and in 2025 the internet is the place we offer ourselves up to be perceived. I got obsessed with this idea back in 2019 and veered off a traditional career path to be a first mover in the field of digital fashion. Since then I’ve:
BUILT ONE COMPANY – in 2022 I founded DRAUP, a digital fashion marketplace repositioning code as couture. Under our mission to build a digitally native Dover Street Market we created collections with leading artists like Linda Dounia, Nicholas Sassoon, Kristi Omera and Emi Kusano. These were collected by institutions like BDAC and Flamingo DAO, shown at the Tokyo Museum of Contemporary Art and the Dakar Biennale, and sold at Christie’s Auction House. In 2024 DRAUP was acquired by Tribute Brand where I went on to serve as Chief Commercial Officer.
AND INVESTED IN 17 MORE – I co-founded RED DAO, the world’s largest digital fashion investment vehicle, alongside industry leaders like Joe Lubin, Gmoney, Colby Mugrabi, Shari Glazer and Aaron Wright. So far RED has deployed over 4000 ETH (~$6.4 million USD) into early stage companies like IYK, KIKI, Altava and By Rotation. We also hold the world’s largest collection of digital fashion assets including the infamous DOGE CROWN.
I ALSO WRITE – a newsletter on the future of culture, commerce and capital which you should subscribe to. Plus articles for publications like DIRT, Jing Daily, and Hunger Magazine on topics ranging from MSCHF and Memecoins to Clout In The Age of Infinite Reproduction. On the academic side I’ve contributed to books like Digital Fashion: Theory, Practice, Implications, where I wrote a chapter on Digital Fashion as The Basis Of An Economic Revolution and featured in Bobby Hundred’s bestselling book NFTs Are A Scam. I’m regularly consulted by organizations like the British Fashion Council, Vogue Business, Jing Daily and Chanel as an expert.
SPEAK – I’ve spoken at conferences ranging from Christie's Art and Tech Summit and Frieze Seoul to the WWD Tech Symposium and Cog-X as well as for organizations such as the CFDA, Somerset House and General Assembly. I’ve also been on podcasts like Real Vision, Means of Creation and On The Ledger and am preparing to launch my own show with DIRT this fall.
TEACH – after two years mentoring promising founders in the Farfetch x Outlier Ventures Base Camp Accelerator Program I co-founded a digital fashion residency program with Vertical Crypto Art in 2023. You can find all the classes from our first cohort here. I've also guest lectured at Duke, UC Berkeley, USC, UAL, ESCP, Parsons, Istituto Marangoni and at Stanford’s Fashion-X club. One of my favourite lectures was at the London College of Fashion where I spoke to MA students about how Clothes Need Context to hold value in virtual worlds.
& OCCASIONALLY CREATE CONTENT – the fact you can use digital-only clothes to go viral was something I set out to prove when I started This Outfit Does Not Exist. Since becoming ‘the first influencer to wear digital clothing’ I’ve become a meme multiple times, and even been mocked on right wing TV. Less entertainingly I’ve worked with brands like Puma, Mason Martin Margiela and Dion Lee, tech companies like Google and ZERO10 plus I recently made my fashion week debut at LAFW. I’m always looking for cool designers to showcase on Instagram so if that’s you please fill out this form.
THIS HAS ALL BEEN FEATURED in publications like DAZED where I was dubbed one of the ‘women pushing fashion into the future’, CoinDesk who called me ‘The Digital Fashionista’ and The Times who ran an article on me titled ‘The Influencers New Clothes’. I’ve also been interviewed for issues of Bricks Magazine, Hunger Magazine and Red Eye World, on news channels such as CNBC, NTV and NBC and had my work featured in The New York Times, Morning Brew, Vox and Marie Claire amongst others.
SO WHAT NOW? While I clearly have a passion for fashion, what truly fascinates me is how social capital trickles down to build successful businesses. Particularly in the internet era. I’m currently thinking about things like economies of belief, our connections to virtual humans, and why the world is becoming less serious. If you're also musing on these questions, building a company around them or just think I could be interesting to work with please drop me a line.
Oh and you should subscribe to my substack if you haven’t already.
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BUILT ONE COMPANY – in 2022 I founded DRAUP, a digital fashion marketplace repositioning code as couture. Under our mission to build a digitally native Dover Street Market we created collections with leading artists like Linda Dounia, Nicholas Sassoon, Kristi Omera and Emi Kusano. These were collected by institutions like BDAC and Flamingo DAO, shown at the Tokyo Museum of Contemporary Art and the Dakar Biennale, and sold at Christie’s Auction House. In 2024 DRAUP was acquired by Tribute Brand where I went on to serve as Chief Commercial Officer.
AND INVESTED IN 17 MORE – I co-founded RED DAO, the world’s largest digital fashion investment vehicle, alongside industry leaders like Joe Lubin, Gmoney, Colby Mugrabi, Shari Glazer and Aaron Wright. So far RED has deployed over 4000 ETH (~$6.4 million USD) into early stage companies like IYK, KIKI, Altava and By Rotation. We also hold the world’s largest collection of digital fashion assets including the infamous DOGE CROWN.
I ALSO WRITE – a newsletter on the future of culture, commerce and capital which you should subscribe to. Plus articles for publications like DIRT, Jing Daily, and Hunger Magazine on topics ranging from MSCHF and Memecoins to Clout In The Age of Infinite Reproduction. On the academic side I’ve contributed to books like Digital Fashion: Theory, Practice, Implications, where I wrote a chapter on Digital Fashion as The Basis Of An Economic Revolution and featured in Bobby Hundred’s bestselling book NFTs Are A Scam. I’m regularly consulted by organizations like the British Fashion Council, Vogue Business, Jing Daily and Chanel as an expert.
SPEAK – I’ve spoken at conferences ranging from Christie's Art and Tech Summit and Frieze Seoul to the WWD Tech Symposium and Cog-X as well as for organizations such as the CFDA, Somerset House and General Assembly. I’ve also been on podcasts like Real Vision, Means of Creation and On The Ledger and am preparing to launch my own show with DIRT this fall.
TEACH – after two years mentoring promising founders in the Farfetch x Outlier Ventures Base Camp Accelerator Program I co-founded a digital fashion residency program with Vertical Crypto Art in 2023. You can find all the classes from our first cohort here. I've also guest lectured at Duke, UC Berkeley, USC, UAL, ESCP, Parsons, Istituto Marangoni and at Stanford’s Fashion-X club. One of my favourite lectures was at the London College of Fashion where I spoke to MA students about how Clothes Need Context to hold value in virtual worlds.
& OCCASIONALLY CREATE CONTENT – the fact you can use digital-only clothes to go viral was something I set out to prove when I started This Outfit Does Not Exist. Since becoming ‘the first influencer to wear digital clothing’ I’ve become a meme multiple times, and even been mocked on right wing TV. Less entertainingly I’ve worked with brands like Puma, Mason Martin Margiela and Dion Lee, tech companies like Google and ZERO10 plus I recently made my fashion week debut at LAFW. I’m always looking for cool designers to showcase on Instagram so if that’s you please fill out this form.
THIS HAS ALL BEEN FEATURED in publications like DAZED where I was dubbed one of the ‘women pushing fashion into the future’, CoinDesk who called me ‘The Digital Fashionista’ and The Times who ran an article on me titled ‘The Influencers New Clothes’. I’ve also been interviewed for issues of Bricks Magazine, Hunger Magazine and Red Eye World, on news channels such as CNBC, NTV and NBC and had my work featured in The New York Times, Morning Brew, Vox and Marie Claire amongst others.
SO WHAT NOW? While I clearly have a passion for fashion, what truly fascinates me is how social capital trickles down to build successful businesses. Particularly in the internet era. I’m currently thinking about things like economies of belief, our connections to virtual humans, and why the world is becoming less serious. If you're also musing on these questions, building a company around them or just think I could be interesting to work with please drop me a line.
Oh and you should subscribe to my substack if you haven’t already.
Subscribe