Flair is a newly launched virtual showcasing platform and marketplace for fashion graduates and the next generation of designers with an emphasis on brand storytelling. Helping customers to discover, connect and shop directly from emerging and innovative brands, while utilising technology such as augmented reality to bring those stories to life. Flair's aim is to empower designers, calling for a transformation to the traditional e-commerce marketplace. Born out of the need of fashion graduates and emerging brands to showcase their creative concepts and sell online without the hassle of running an e-commerce website, Flair is set up to be the connector, supporter and innovator. The new generation of fashion is graduating with powerful values and strong concepts that are often lost in traditional spheres. Instead of seeing passions as something to control, Flair focuses on the necessity of empowering these stories. In fact, they see inviting the customer into the creative sphere of the young designer as a necessary connection point. We developed Flair from the ground up, using cutting edge web technologies and augmented reality, to be used as tools, giving brands flexibility to tell their story and create unique virtual experiences while exploring new media. Furthermore, Flair’s future roadmap outlines key areas of technical development and collaboration with technology partners to introduce exciting, enriched, online shopping experiences. At the backend, Flair is also supporting its designers by connecting them to the wider industry through an ecosystem of services within the supply chain - helping designers find fairer practices, scale production and reduce cost.