How Two Founders Built a Digital Fashion Empire for Change
Who is Leanne Elliott Young?π
Leanne Elliott Young and Cattytay are the co-founders of the Institute of Digital Fashion; Leanne has a strategic background with experience in driving digital innovation, while Cattytay is known for her intricate digital artistry and leadership in fostering inclusivity in virtual 3D design.
What problem does Institute of Digital Fashion solve?π
The Institute of Digital Fashion helps brands transition into a sustainable digital future by creating inclusive and innovative virtual fashion experiences that break traditional industry barriers.
How did Leanne come up with the idea for Institute of Digital Fashion?π
The idea for the Institute of Digital Fashion (IoDF) emerged from a shared vision between Leanne Elliott Young and Cattytay, who connected over their frustrations with the traditional fashion industry's limitations and lack of inclusivity. Their initial meeting at a fashion panel sparked discussions about the potential of digital technologies to revolutionize and democratize fashion. This encounter led them to conceptualize a venture that would challenge established norms and use digital tools to create a more inclusive and sustainable industry.
Before launching IoDF, they delved into the gap between conventional fashion practices and the possibilities of digital transformation, recognizing an opportunity to address outdated systems and champion digital craftsmanship. Through discussions and interactions with diverse communities and stakeholders, they gathered insights and validated their concept, understanding the need for a comprehensive approach to digital fashion. Both founders were committed to building a new reality that integrates IRL (in real life) and URL (online) experiences, ensuring that their venture was not only about technology but also about social impact and community empowerment.
During the ideation phase, they faced challenges such as ensuring their digital initiatives were not perceived as mere tech trends and navigating the patriarchal structures within both tech and fashion industries. However, by focusing on the needs of marginalized communities and fostering inclusivity, they refined their vision and set a framework to create digital solutions that resonate with their values. The key lesson they learned was the importance of harnessing technology to inspire change and the necessity of continuously listening and adapting to feedback from diverse voices.
How did Leanne build the initial version of Institute of Digital Fashion?π
The Institute of Digital Fashion (IoDF) was established by Leanne Elliott Young and Cattytay by leveraging their diverse backgrounds in digital media and fashion design to create a new model for the industry. Utilizing advanced software such as 3D design and animation tools, augmented reality, and virtual reality, IoDF developed digital fashion products that behave like physical garments. The initial stages involved creating highly detailed, responsive digital garments that adjust properties like shrinkage and friction manually, ensuring they mirror real-life clothing. This intricate process took considerable time and expertise, challenging conventional digital creation norms. Building these digital assets was complex, as they needed to be both visually authentic and function like their physical counterparts, which demanded a different skill set than traditional garment creation.
How did Leanne launch Institute of Digital Fashion and get initial traction?π
Collaboration with Digi-Gxl Communityπ
The Institute of Digital Fashion (IoDF) initially leveraged the existing Digi-Gxl community to gain its first customers. This community, established by co-founder Cattytay, consisted of over 300 individuals worldwide, primarily womxn, trans folk, intersex, and non-binary people engaged in digital media. By tapping into this tight-knit group already rooted in 3D design, animation, and digital fashion, IoDF was able to immediately garner interest and support for their business. The network provided organic word-of-mouth promotion and initial partnerships that helped IoDF start strong.
Why it worked: The pre-existing Digi-Gxl community had a vested interest in the digital fashion space and shared values of inclusivity and innovation, making them an ideal platform to introduce IoDFβs services. The strong sense of community and continuous communication within Digi-Gxl ensured fast dissemination of information about IoDF, leading to quick engagement.
Strategic Launch Collaborationπ
IoDF's launch was strategically synchronized with a time when the fashion industry was rapidly shifting to digital solutions due to the COVID-19 pandemic. They partnered with notable brands like Nike and Selfridges, showcasing their digital garments and advanced 3D modeling capabilities. By positioning themselves as pioneers at a pivotal moment for the fashion industry, IoDF was able to capture immediate attention from both potential clients and media.
Why it worked: The collaboration with high-profile brands provided instant credibility and visibility for IoDF. This smart timing leveraged industry trends toward digital and remote fashion experiences, thereby aligning IoDF with urgent market needs and guaranteeing a strong initial client interest.
Events and Public Speaking Engagementsπ
IoDF made substantial use of public engagements to spread the word about their endeavor. The co-founders, Leanne Elliott Young and Cattytay, participated in events such as London Fashion Week and industry panels to present on digital fashion innovation and sustainability. These platforms allowed them to reach a diverse audience, ranging from industry leaders to potential clients and collaborators.
Why it worked: By actively engaging with the audience at significant industry events, IoDF not only increased their visibility but also established themselves as thought leaders in digital fashion. This kind of engagement created opportunities for networking and collaboration, which were crucial for getting initial customers and contracts.
Institute Launch and Offeringsπ
Upon launching, IoDF also offered a range of services such as free co-working spaces, career advice, and support tailored for BAME, LGBTQIA+, and typically disenfranchised communities. By doing so, they invited diverse communities to join their mission, creating an inclusive and accessible platform that appealed to a broad audience.
Why it worked: Offering tangible benefits to marginalized communities fostered a sense of inclusion and support that resonated with IoDFβs mission. This strategic move ensured a rapid establishment of a supportive clientele while building a community that could contribute to further business sustainability and growth.
What was the growth strategy for Institute of Digital Fashion and how did they scale?π
Networking and Partnershipsπ
The Institute of Digital Fashion (IoDF) has successfully utilized networking and strong partnerships to expand its reach and influence. By collaborating with notable global brands such as Nike, Selfridges, and various tech partners, IoDF has cemented its presence in the digital fashion space. These partnerships not only bolster IoDFβs credibility but also create opportunities for innovation and growth through combined expertise and resources. Their partnership with Digi-Gxl, a network of designers, has amplified their reach and provided a platform for marginalized gender identities to thrive in the tech sector.
Why it worked: Establishing robust relationships with influential brands and networks has allowed IoDF to tap into new markets and co-create projects that highlight their cutting-edge digital fashion solutions. These collaborations provide mutual benefits, including increased brand visibility and the ability to push the boundaries of digital fashion further.
Social Media and Content Creationπ
IoDF has effectively leveraged social media channels to communicate and engage with a global audience. Their presence on platforms like Instagram and their collaborations with big names allow them to showcase digital fashion projects, share their vision, and connect with a diverse community. The use of engaging digital content, including virtual fashion shows and augmented reality experiences, plays a crucial role in maintaining their relevance and appeal.
Why it worked: Social media offers IoDF a platform to visually showcase their innovative digital designs and projects. By creating visually compelling content, they capture the attention of both the fashion industry and consumers interested in the future of digital fashion. This engagement helps build a community around their brand, fostering loyalty and interest in their mission.
Webinars and Educational Initiativesπ
IoDFβs commitment to education through webinars and workshops on digital tools has been pivotal in expanding their influence and fostering a community eager to learn about digital fashion. Hosting events like the "Selfridges Project Earth" webinar provides them with a platform to advocate for sustainable and inclusive digital fashion practices.
Why it worked: By offering educational opportunities, IoDF positions itself as an authority in the digital fashion space, attracting both aspiring designers and established industry players. This educational approach not only builds brand loyalty but also empowers participants with the necessary skills to contribute to the digital fashion ecosystem.
Philanthropic and Community Engagementπ
A significant factor in IoDF's growth is its focus on community engagement and support for underrepresented groups. Offering co-working spaces, career advice, and fair representation for BAME, LGBTQIA+, and other disenfranchised communities underscores their commitment to diversity and inclusivity.
Why it worked: This focus on community engagement fosters a sense of belonging and loyalty among their target audience. It positions IoDF as a socially responsible entity that is genuinely invested in societal change, which resonates deeply with modern consumers and stakeholders who value corporate social responsibility.
What's the pricing strategy for Institute of Digital Fashion?π
The Institute of Digital Fashion offers bespoke digital fashion services without fixed pricing, fostering accessible innovation and inclusivity through customized digital solutions for brands.
What were the biggest lessons learned from building Institute of Digital Fashion?π
- Challenge Industry Norms: IoDF is reshaping the traditional fashion landscape by integrating digital innovation, advocating for inclusivity, and challenging outdated practices like gendered fashion weeks and exclusivity. Aspiring founders should focus on questioning and disrupting conventional norms to create progressive business models.
- Embrace Digital Transformation: The success of IoDF during the pandemic underscores the importance of digital transformation. They leveraged digital tools not as quick fixes but as strategic elements to build inclusive and sustainable fashion solutions. Aspiring founders should adopt technology thoughtfully and integrate it into their core operations.
- Foster a Diverse Community: IoDF thrives on inclusivity, working with underrepresented communities and creating spaces where diverse voices are heard and represented. Founders should prioritize fostering diverse teams and communities for richer perspectives and broader impact.
- Push for Fair Practices: By advocating for regulation and fair pay in digital creation, IoDF highlights the importance of equitable practices in emerging sectors. Entrepreneurs should prioritize fairness and transparency to build sustainable and ethical businesses.
- Innovate Responsibly: IoDF demonstrates that sustainability and innovation can coexist. They focus on reducing the carbon footprint through digital showcases and sustainable practices. Future founders should consider the environmental impact of their innovations and strive for responsible entrepreneurship.
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More about Institute of Digital Fashion:π
Who is the owner of Institute of Digital Fashion?π
Leanne Elliott Young is the founder of Institute of Digital Fashion.
When did Leanne Elliott Young start Institute of Digital Fashion?π
2020
What is Leanne Elliott Young's net worth?π
Leanne Elliott Young's business makes an average of $/month.
How much money has Leanne Elliott Young made from Institute of Digital Fashion?π
Leanne Elliott Young started the business in 2020, and currently makes an average of .
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Download the report and join our email newsletter packed with business ideas and money-making opportunities, backed by real-life case studies.
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