Anya Ayoung Chee, the Season nine Project Runway winner, has been exploring emerging technology to boost her brand and support her social initiative. She is a central figure in the Caribbean NFT community and launched her Wyld Flwr collection in that space, drawing inspiration from Trinidad Carnival and Burning Man to empower women through radical self-expression and financial independence through the social impact initiative, spöol. Recently, in partnership with PHYGICODE, Ayoung Chee became the first Caribbean fashion designer to showcase a collection in the first Metaverse Fashion Week, alongside designs from DKNY, Dolce and Gabbana, and Hilfiger. The Wyld Ting Collection, which includes Wyld Flwr, is composed of 13 pieces of ethically-made designer clothing, eight NFTs, and 13 virtual wearables. Ayoung Chee’s store stands next to a DKNY boutique, which she says she never thought would be possible.
Ayoung Chee sees the Metaverse as a way to design more difficult things and create limitless identities, which is exciting for both designers and consumers. Wyld Flwr partnered with Trinidadian Digital Studio, Creator Labs, and tech consultants Zed Labs to create their digital fashion line, which was showcased at Metaverse Fashion Week. Ayoung Chee’s collaboration with PHYGICODE was the first Metaverse brand partnership by the Web 3 consortium, emphasizing the power of decentralized blockchain and the access to talent and opportunities created by the new creative economy of the Metaverse.
PHYGICODE’s Creative Director, American fashion designer Rubin Singer, and Ayoung Chee’s personal style and festive collection were also showcased in the Decentraland digital shop during Metaverse Fashion Week. Andrea Abrams, PHYGICODE’s founder, is an American fashion and retail industry veteran who was inspired by Ayoung Chee’s work in the Caribbean during a Metaverse forum featuring the designer’s work to advance ‘purpose-driven-metaverse.’ With the Wyld Flwr Phygital Collection, festival wear is no longer limited to the physical world, and the brand values and spirit of Wyld Flwr can reach a much wider audience than ever before.
