The Volvita app

Volvita, ‘A Library of Style, On-Demand’ App, Launches – WWD

  • Amazon Prime Video (Video on Demand)
  • Heidi Klum, Tim Gunn, Naomi Campbell (Actors)

PARIS — Volvita, an app created to provide folks the flexibility to assessment and revive trend from previous collections, is formally being launched at the moment.

Discovered at, the app is billed to be “a library of trend, on-demand.”

Style followers can discover movies and nonetheless photos of former and up to date runway reveals, and it’s potential to join the items they’d prefer to try to have produced once more.

The app may be very a lot of the second — tapping into customers’ rising curiosity in classic, sustainability and e-commerce. Plus it broadens folks’s trend selections whereas answering their need to distinguish themselves — a need expressed particularly by Millennials.

That is how Volvita works: Upon discovering a garment of curiosity, folks can enroll on a waitlist for its potential reissue. When the waitlist for a specific piece positive factors crucial mass, Volvita will contact the style model to see if it might agree to provide a restricted variety of the merchandise.

“The thought behind becoming a member of a waitlist is that it might give exclusivity to any potential reissue,” mentioned Christina Grammenos, founder and chief govt officer of Volvita. “So in case you’re on the waitlist, if the model agrees to concern the brand new merchandise, then it might be out there to you for an unique interval earlier than turning into out there to everybody else to buy and pre-order.”

Any manufacturers consenting to revive fashions would want solely to provide the precise variety of ordered clothes, due to this fact resulting in no overstock, consistent with the UN Sustainability Aim quantity 12, to get rid of overproduction.

“It can save you the look to your library and likewise share the hyperlink. There’s video imagery related to each look,” Grammenos continued.

Different options embody a calendar exhibiting which model’s previous collections shall be out there to be seen when. This week, for example, there’s Alaïa, Tom Ford, Alexander Wang, Versace and Prada.

The waitlists stay open and libraries are at all times saved. It’s potential to browse by model or by designer, and to learn every designer’s profile.

Volvita has curators who spotlight what they assume are the very best seems from the archives. Individuals can signal as much as be amongst them, in addition to counsel manufacturers so as to add to the app.

Grammenos was beforehand normal supervisor of influencer advertising and marketing platform Tribe Dynamics and a enterprise planner at Miramax. She obtained an MBA from Harvard Enterprise College.

Conor Begley, cofounder of Tribe Dynamics, serves as an adviser to Volvita.

Jad Boutros, cofounder and ceo of TerraTrue and former chief safety officer of Snap Inc.; Veronika Kapustina, practitioner in residence on the London College of Economics’ Marshall Institute; Nicole Shanahan, founder and ceo of ClearAccesIP, and Abdulaziz AlRashed are buyers in Volvita.

Whereas at Miramax, Grammenos found the worth of outdated artistic content material. She joined the agency after buyers together with Colony Capital had purchased Miramax’ library of near 600 movies, most of which had been over a decade outdated, for about $600 million. Throughout the first 12 months of operation, a half-billion-dollar dividend was delivered again to buyers.

“The library was working way more than we had anticipated it to,” Grammenos mentioned throughout an interview final fall. “[The films] are property, properties you monetize time and again. The reality is that truly most artistic property work that manner — you’ll be able to monetize a track, a film, time and again. However trend doesn’t work that manner. It’s this conveyor belt the place it’s a must to seize one thing or it’s gone.”

Historically, the film business steeply discounted older movies, for the reason that perception was they weren’t value something. However Netflix and Hulu flipped that mannequin on its head, permitting for outdated content material to be watched subsequent to new content material. The distribution platform allowed back-catalogue property to have large worth.

Throughout a trend design course, Grammenos discovered that clothes patterns have worth, but usually are solely used as soon as. She thought maybe that’s the dormant asset on the cabinets, gathering mud.

Like Netflix or Spotify, Volvita is supposed to be a distribution platform permitting folks to entry outdated collections beside the brand new.

“This isn’t static,” Grammenos mentioned of Volvita. “This product could be modified very simply and really rapidly to adapt to folks’s needs and wishes. All the pieces is feasible.”