Ashley Olsen, Marc Jacobs, Tory Burch, and More Convened at Mmerch’s First-Ever Pop-Up

A full fashion affair was in full force yesterday afternoon in Manhattan’s Lower East Side as friends and family of Colby Mugrabi gathered to support the first-ever pop-up and launch of her latest venture, Mmerch.

Set to go live on April 16, Mmerch leverages generative AI and Web3 technology to create unique, one-of-one clothing items linked to NFTs with its concept of “neo-couture,” offering singular pieces designed using generative algorithms. “It’s the world’s first purely generative fashion brand with one of the most generative art projects,” Mugrabi tells Vogue. “There’s rarity involved in our hoodies; some colors, patterns, and materials are rarer than others—and I’m just so excited for this to launch!”

Several hoodies, which will be sold via a blind NFT drop to cater to both NFT art collectors and fashion aficionados, were on full display—adding color to the black-plastered gallery walls. Guests including Marc Jacobs, Ashley Olsen, Diane von Furstenburg, Vanessa Traina, Lauren Santo Domingo, Rickie De Sole, Tory Burch, and more showed their support and gave their warmest congratulations to Mugrabi and her team.

Outside the hidden Broome Street gallery, Mugrabi indulged guests with a taco truck—a favorite of hers situated on East Houston and Bowery. “I went every day asking them if they could come to this pop-up, and I’m just so glad they agreed!”