Avail, the social shopping app for independent brands founded in 2019 by Noëmie Haverhals from Belgium, has launched ‘Remote Runway’ the first community-driven runway show.
Aimed at presenting the future of fashion, the Avail Remote Runway is looking to make the virtual runway part of the daily shop by allowing customers to buy styles from small and independent brands featured within the show through the Avail app.
The first community runway launched this month and features influencers including Emily Bador from the UK, Scandivanian influencers Karla Aladji, Karoline Beltner, Maya Soul Paustian and from the Benelux region, Elodie Ouedraogo, and Milla Loud.
The Remote Runway showcases purpose-driven rising ready-to-wear and jewellery brands such as Peachy Den, Annele, and Pair of Peaches from the UK, Betolaza and Studio Fantastique from Spain, Greek brand Milkwhite Greece, 42|54 from Belgium, and Danish brand Silfen.
Antwerp-based Avail, backed by the corporate joint venture capital fund 9.5 Ventures. The Belgian shoe chain Torfs, is looking to disrupt the digital fashion market by becoming the first social shopping platform to bring fashion lovers and small and independent brands closer together through curators.
The app, which is available on both Apple App Store and Google Play, offers more than 150 emerging brands on its platform. It includes Georgia Hardinge, De La Vali, Belize, Roop, Paper London, Oceanus, and Essen from the UK, alongside emerging fashion labels in Europe such as Masha Maria and Jane König.
It only features brands described by the social shopping platform as “value-driven”. With each brand representing at least one of its “brand values” such as offering seasonless, body inclusivity or unisex collections.
Avail utilises influencers in key regions to showcase the independent brands, through outfit pictures, shopping list, and moodboard ‘sets’ functionality. It allows customers to use the explore function to search in clothing categories such as tops, bottoms, and shoes, as well as using the Avail values and per country.
Anyone can become a curator on Avail, they just need to join the platform and start highlighting their favourite fashion items and share their personal style with the wider Avail community.
