The Company

AWAYTOMARS is an innovative collaboration platform to crowdsource creativity, that helps designers introduce their work to the world and lets them hear what the world has to say. 

R&D Focus 

The BFTT creative R&D project explored ways to enhance the experience and brand value delivered by the AWAYTOMARS co-creation platform.  

Project outputs include a co-creation game that will enable designers to create with each other and AI, generating collaborations with fashion brands and designers globally and inform AWAYTOMARS limited edition in-house collections. 


black and white portrait of Shama Rahman

Dr Shama Rahman

R&D Project Lead


Shama is a scientist, artist, creative technologist and inter-disciplinarian practitioner.  She has an interdisciplinary PhD researching the ‘Complex Neuroscientific Systems of Creative Cognition’, investigating emergent neural patterns with statistical physics, experimental psychophysics and design, cognitive neuroscience, and neurophilosophy. She is the Artistic Director/Founder of award-winning art/science creative production company Jugular Productions – ‘Joining The Head and The Heart’ – with a vision to showcase and develop rich interactions between cutting-edge science and newly commissioned creative live experiences such as cross-disciplinary salons, immersive performances, interactive installations, and educational workshops. She is the CEO/Founder of NeuroCreate, Top 100 UK ‘Ones to Watch’ Creative-Tech companies. They are developing the FlowCreate™ Innovator, an AI-powered creative collaborator. The Innovator sparks human creativity by inspiring, expanding and analysing ideas for creative professionals.

black and white portrait of Alfredo Orobio

Alfredo Orobio

R&D Company Lead

Awaytomars Ltd

Alfredo is one of the leading names in co-creation. He has studied and tested the benefits of co-creation in the creative industries with his own brand AWAYTOMARS, a collaborative network for design talent with the objectives of promoting co-creation, advancing creativity and striving for a more inclusive fashion industry. Since its launch in 2015, AWAYTOMARS has been highlighted within the industry for its innovative uses of technology. It now comprises more than fifteen thousand registered designers from 90 countries, making it the biggest fashion collective in the world.

Alfredo holds a degree in International Relations and Economics and has also studied luxury and fashion brand management. During the last 12 years he worked in management, marketing, communications, innovation and digital intelligence, also working as a consultant for major companies and brands such as Bentley, Burberry, Coach, Tory Burch, Latam Airlines, Accor, Estée Lauder, GM, Lexus, Honda, Volkswagen, Whirlpool, Swarovski, Pandora, Embraer, Diageo, Pernod-Ricard, Nestlé, Johnson & Johnson and Coca Cola.

Black and white portrait of Lynne Murray

Lynne (Murray) Craig

R&D Academic Mentor

Edinburgh College of Art

As an entrepreneur, designer and scholar, Lynne has founded multiple organisations and lead impact across private, public and charity sectors. Dynamic, open to possibilities, comfortable with change and the process of innovation, Lynne has pioneered award winning outputs for retail, luxury, design and technology sectors specialising in augmented reality, fashion, jewellery and digital anthropology. In spring 2021 she has joined Edinburgh College of Art from UAL, though retaining her role of Academic Mentor in the BFTT SME Awaytomars Project.

 Key competencies:

  • Design, culture and material leadership across digital
  • Expertise in building new applications for emerging technologies
  • Cultivating connections
Black and white image of Jane Harris

Prof Jane Harris

R&D Academic Mentor


Jane draws upon over 25 years experience in transdisciplinary research, with a background in textile design and extensive experience of computer graphic imaging.  Jane’s role includes working with internal and external stakeholders including industry partners, up to Government Ministerial level.

Jane devised novel approaches to the digital representation of dress and textiles. With a track record of leading collaborative industry and academic research and development initiatives, involving cross disciplinary creative industry practitioners. Jane’s experience includes board-level representation in sector-leading organisations such as the Victoria & Albert Museum and advisory roles for the EU, EPSRC, AHRC, ACE and Arts Foundation. She is Director of Research and Innovation (Stratford) and Professor of Digital Design & Innovation at University of the Arts London. Core skills and competences include:

  • Strategic leadership and project direction
  • Design research in digital and material cultures
  • CGI for fashion and textiles
  • Knowledge Exchange



Project Updates

AWAYTOMARS | Artificial Intelligence and Co-Creation

16 December 2020

Dr Shama Rahman, R&D Project Lead at University of the Arts London, and Alfredo Orobio, CEO, present the most recent updates from AWAYTOMARS.

AWAYTOMARS is a pioneering fashion technology company that aims to democratise fashion design through collaboration via a novel digital gaming platform.

Supported by the Business of Fashion, Textiles and Technology, AWAYTOMARS is developing a co-creation game that will inform future fashion design methods, powered by generative visual AI.

The co-creation game will enable designers to create with each other and AI. Resulting design work will inform both AWAYTOMARS own in-house collections for limited edition retail online, and generate collaborations with fashion brands and designers globally.

This video was originally produced for the BEYOND 2020 Conference.