La La Land

California-based designer Jonathan Simkhai embraced the medium, showing his collection digitally with avatars and NFT clothing. The medium melds the brand’s physical New York roots with its current innovative tech-base Los Angeles. He paired with EveryRealm, a metaverse real estate developer, and Blueberry Inc, a digital wearables production studio; both deft hands to experiment with.

“It was important we entered the space in a thoughtful way true to the brand,” Simkhai told Fashion Network, adding, “They understood the importance for this project to be meaningful and reflective of the brand IRL.”The designer worked tirelessly in “virtual fittings” with Blueberry’s founder, ensuring the garments maintained the same integrity as the actual clo…