Avail launches first community-driven runway concept

Avail, the social shopping app for independent brands founded in 2019 byNoëmie Haverhals from Belgium, has launched ‘Remote Runway’ the firstcommunity-driven runway show.

Aimed at presenting the future of fashion, the Avail Remote Runway islooking to make the virtual runway part of the daily shop by allowingcustomers to buy styles from small and independent brands featured withinthe show through the Avail app.

The first community runway launched this month and features influencersincluding Emily Bador from the UK, Scandivanian influencers Karla Aladji,Karoline Beltner, Maya Soul Paustian and from the Benelux region, ElodieOuedraogo, and Milla Loud.

The Remote Runway showcases purpose-driven rising ready-to-wear andjewellery brands such as Peachy Den, Annele, and Pair of Peaches from theUK, Betolaza and Studio Fantastique from Spain, Greek brand MilkwhiteGreece, 42|54 from Belgium, and Danish brand Silfen.

Commenting on the launch, Noëmie Haverhals, chief executive of Avail,said in a statement: “Now more than ever, the fashion climate needs agame-changer, it’s never going to be business as usual again, hence wewanted to challenge the traditional fashion calendar.

"The world is our runway and everyday should be a fashion day,regardless of seasons, markets and fashion weeks.”

Avail looking to disrupt the digital fashion market with RemoteRunway

Antwerp-based Avail, backed by the corporate joint venture capital fund9.5 Ventures and the Belgian shoe chain Torfs, is looking to disrupt thedigital fashion market by becoming the first social shopping platform tobring fashion lovers and small and independent brands closer togetherthrough curators.

The app, which is available on both Apple App Store and Google Play,offers more than 150 emerging brands on its platform, including GeorgiaHardinge, De La Vali, Belize, Roop, Paper London, Oceanus, and Essen fromthe UK, alongside emerging fashion labels in Europe such as Masha Mariafrom The Netherlands, and jewellery brand Jane König from Denmark.

It only features brands described by the social shopping platform as“value-driven”. With each brand representing at least one of its “brandvalues” such as offering seasonless, body inclusivity or unisexcollections.

Avail utilises influencers in key regions to inspire and showcase theindependent brands, through outfit pictures, shopping list, and moodboard‘sets’ functionality, while also allowing customers to use the explorefunction to search in clothing categories such as tops, bottoms, and shoes,as well as using the Avail values and per country.

“We’ve seen an increasing trend in the way people shop. They prefer tofind genuine inspiration from their favourite personalities, who they knowfrom their environment or through social media. Now they will therefore geta chance to shop several looks and the wishlists from their favouriteprofiles directly via one place,” added Haverhals.

Anyone can become a curator on Avail, they just need to join theplatform and start highlighting their favourite fashion items and sharetheir personal style with the wider Avail community.

Images: courtesy of Avail