Quick take:
- Syky is a blockchain-enabled fashion platform at the intersection of digital, physical and augmented reality.
- The platform aims to allow users to curate, trade and own digital fashion.
- It is set to launch in 2023.
Alice Delahunt, the former chief digital officer (CDO) and chief content officer (CCO) of Ralph Lauren, is diving into Web3 and digital fashion with the launch of her new company, Syky (pronounced ‘psyche’).
Syky is a blockchain-enabled fashion platform at the intersection of digital, physical and augmented reality. It will be both a business-to-business and consumer-facing platform that aims to allow users to curate, trade and own digital fashion. Slated for launch next year, details about Syky’s business model and how it works will be revealed in the coming months.
During the four years in her roles as Ralph Lauren’s CDO and CCO, Delahunt was responsible for bringing the Ralph Lauren brand to life on consumer-facing digital platforms such as the brand’s official website, the metaverse, Web3, digital marketing, social media as well as leading the teams responsible for creative and advertising content for all channels. She left the fashion company in April this year.
She pioneered Ralph Lauren’s partnership with Bitmoji, Bitmoji for a branded digital wardrobe for the avatars, a shoppable Roblox experience with winter sportswear looks, and avatar outfit designs for Zepeto.
Prior to Ralph Lauren, she held various global digital & social media roles at Burberry, culminating in being promoted to global director of digital & social in her last two years at the luxury fashion brand.
With a decade of experience in the fashion industry, Delahunt believes that the industry is “at a technological tipping point and that fashion will be one of the most exciting places to build, create and design in the next 10 years.”
She told Vogue Business that there has been “a rise of meritocracy in terms of getting access to the fashion industry and disruption of the content industry”. With the advent of social media in the past 10 years, anyone with the skill and talent has been given the opportunity to gain a big following and collaborate with major fashion brands, as opposed to a handful of photographers who “were working with the major brands and publications to define what the luxury landscape looked like” in the early days.
In a LinkedIn post, Delahunt said that Syky was named after the mythological Greek goddess of the soul, Psyche. “I think we express a lot about ourselves in the fashion we choose, and this will be replicated in digital and augmented worlds, too. I also loved that Psyche has personified the quest for self-determination in poetry, art, psychology — and now, in fashion and technology,” she explained.
Delahunt joins other fashion industry veterans to leave their corporate roles for Web3 roles. Others include former LVMH chief digital officer, Ian Rogers, who was appointed chief experience officer at crypto wallet hardware provider Ledger, and Diesel’s former merchandising director Davide Matteazzi, who joined Kryptomon in August.
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