The story behind Sim de la Mode
Ekaterina Adamovich — Founder
I've spent twenty years inside the fashion industry — as a buyer and wholesale professional working with some of the world's best-known luxury houses, and later in roles at Tommy Hilfiger and MaxMara. I trained at Istituto Marangoni. I've sat in the showrooms, negotiated the orders, and watched collections succeed or fail on decisions the public never sees.
And here’s what always struck me: too much of that knowledge is hard to see before you’re already inside. Fashion can feel like a world with unwritten rules — especially if you’re dreaming of your own label, considering fashion school, or simply trying to understand how the business really works.
That's why I built Sim de la Mode — to put real industry knowledge into a form that's actually enjoyable to learn. A game where you build a virtual fashion label and learn the business by making the decisions yourself, without the real-world risks.
What it is
Sim de la Mode is an iOS game that teaches fashion business through interactive missions where players build their own virtual fashion label.
Phase 1 is live on the App Store and free to download. It helps you discover your fashion role, your strengths and your brand vibe, while the first interactive learning missions are on their way.
Who it's for
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Thinking about a career in fashion? Explore the roles and decisions behind the industry.
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Studying a fashion-related course? Apply what you’re learning inside a guided simulation
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Curious about the industry? Take a structured tour through how fashion really works.
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Dreaming of your own label? Test your ideas in a risk-free virtual space.
All you need is a love for fashion.
The Journey
Phase 1 — The Beginning (live)
Where your fashion journey starts. Before you build a label, you find out who you are in fashion — the role that fits you, the strengths you bring, and the aesthetic your future label could live in. Phase 1 is free on the App Store.
Phase 2 — The Idea (in progress)
This is where your vision takes shape. Phase 2 unfolds across themed levels and interactive missions covering how the industry works, what fashion history can teach you, brand identity, customers, storytelling, product and materials.
Phase 3 — The Plan (planned)
Your idea becomes a blueprint. Finance, logistics, sourcing, supply chain, marketing — the unglamorous decisions that make or break real labels. You'll come out the other side with a genuine business plan.
Phase 4 — The Game (the vision)
Showtime. Your label launches into a simulated fashion market, competing for virtual customers against labels built by other players. Fine-tune your strategy in real time, build a following, and grow from startup to powerhouse.