Whilst studying Textile Design at Chelsea College of Art & Design, Cattytay found frustrated with the physical constraints of IRL fashion practice. Whilst working as Head of Digital Fashion and Fabrication at Merlin, Cattytay turned attention to the digital world, becoming immersed within the 3D metaverse and soon was established as a dominant force.
In 2018 Cattytay founded DIGI-GXL, a community of digital designers. The platform oﬀers software technical guidance, industry advice and creative support to a community of creators.
Notable clients include: Balenciaga, Prada, Highsnobiety and Selﬁridges plus talent appearances for Adidas, Nike and Dazed.
In 2020, amidst the global pandemic, Cattytay and Leanne Elliott Young joined forces and launched the Institute of Digital Fashion; which pushing technology as a solution to not just sell more clothes, but to disrupt the way the system concepts, produces, creates, broadcasts, educates and demands.
Institute of Digital Fashion (IoDF) providing world-class immersive digital solutions, strategies and innovations, pushing for a more inclusive, sustainable and diverse IRL x URL reality. Through AR, VR, UX, digital try-ons, research papers and consultancy, IoDF delivers innovations that take the industry beyond its comfort zones, building 360 solutions.
- Winner of the Dazed x Design District Space Dazed 100 nominee in 2019;
- Mentor on the Soho House Design award.
Educator and public speaking:
- UAL: London College of Fashion;
- London Fashion Week;