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Our story
From IoDF to PATINA
Six years of world-firsts in fashion and technology, and the post-purchase operating system they led to.
By Leanne Elliott-Young & Cat Taylor · Co-founders, PATINA
- Global brand projects
- 40+Global brand projects
- World-first activations
- 7World-first activations
- Global press features
- 300+Global press features
- Regulatory guide downloads
- 5,000+Regulatory guide downloads
From IoDF to PATINA
PATINA was founded by Leanne Elliott-Young and Cat Taylor, who launched IoDF in London in 2020. Over six years, IoDF delivered 40+ global brand projects and 7 world-firsts across digital fashion, digital identity, AR and immersive commerce.
Every project pointed to the same opportunity: the value a product can create after it's bought. When the EU introduced Digital Product Passports, we turned that experience into infrastructure. In 2026, IoDF became PATINA, the post-purchase operating system for fashion and luxury brands, built on Digital Product Passports.
Hero moment · 2021
IoDF × H&M: A global activation & digital-to-physical retail integration built into H&M's app
In December 2021, IoDF conceived, co-designed and crafted the digital collection for H&M's Innovation Metaverse Design Story: five AR wearables inspired by the convergence of technology and nature, launched on H&M's website and made accessible to a global audience. IoDF went on to build AR experiences for H&M's in-store smart mirrors across 4,320 stores, a digital-to-physical retail integration at global scale.
“We were trying to build a future which was about community access and sustainability, and created a product that lived both in the physical and in the digital world.”
- 5AR wearables
- 4,320Stores with AR smart mirrors
- GlobalDigital try-on access
Recognition
- Vogue Business 100 Innovators
- Vogue Poland Leader
- Vogue Greece Change Maker
- No.1 Woman in Web3, Women in Tech Europe Awards
- Global Sustainability Leadership Award 2026
- Forbes Council member
- Women of Davos member
- TikTok Luxury Fashion Collective member
As featured in
- Vogue Business
- Vogue Singapore
- Vogue Italia
- WWD
- Forbes
- Dazed
- i-D
- SHOWstudio
- Glossy
- Jing Daily
- Dezeen
- FashionUnited
- The Future Laboratory
Who we've worked with
Brands, institutions & partners
Singapore
Six years, year by year
2020
IoDF launches in London
Leanne Elliott-Young and Cat Taylor found IoDF at the start of the pandemic to use technology as a democratic tool for change in fashion.
Coverage: Dazed →
2021
FebruaryWorld-firstImmersive retail at London Fashion Week
IoDF and Machine-A build an AR boutique inside Instagram for LFW AW21, with QR billboards across East London.
Coverage: SHOWstudio →- JuneWorld-first
Digital ready-to-wear on the official LFW calendar
Digital ready-to-wear on the official LFW calendar, presented in partnership with IoDF.
Coverage: NSS Magazine → 
JuneWorld-firstCatty 8.1
The first non-binary working digital asset, launched for Pride.
Coverage: SHOWstudio →
JulyCalvin Klein Murals of Pride
IoDF supports Calvin Klein's campaign celebrating defining moments in the queer and trans journey.
Coverage: SHOWstudio →- September
Richard Quinn × Royal Salute
An immersive AR experience launched during London Fashion Week.
Coverage: Culted → “My Self, My Avatar, My Identity”
A 6,000-person global study finds around 60% of people feel virtual worlds lack diversity.
Coverage: Dezeen →
NovemberWorld-firstWeb3 and AR on the red carpet
IoDF creates a wearable digital garment for the first red carpet experience at The Fashion Awards.
Coverage: i-D →- December
IoDF × H&M Innovation Metaverse Design Story
Five AR wearables co-designed for H&M.
See the hero story ↑ - December
Central Saint Martins
“Made to Expire: Disrupting the System”, a digital fashion course led by Cat Taylor and Leanne Elliott-Young.
Coverage: FashionUnited →
2022
FebruaryWorld-firstThe first AR wearable NFT sold in pounds, not crypto
Created with Roksanda at London Fashion Week. Searches for the brand rose 76% on Lyst.
Coverage: Vogue Business →The Barbican, “Our Time on Earth”
An immersive work imagining a planet beyond the binary.
Coverage: SHOWstudio →- May
Absolut #BornToMix with Tayce and Chet Lo
“Second Skin”, a genderless AR garment, unveiled at an IRL × URL catwalk. The first time Getty Images published visuals of digital garments on guests.
Coverage: Dazed → Global speaking
Global Fashion Summit Copenhagen, Leeds International Festival, Vogue Greece Change Makers.
Coverage: Vogue Singapore →- December
The Fashion Awards 2022
Guests dressed in digital couture via Snap AR, premiering IoDF's 001 collection.
Coverage: Vogue Italia →
2023
No.1 Woman in Web3
Leanne Elliott-Young named No.1 Woman in Web3 at the Women in Tech Europe Awards.
- MarchWorld-first
Digital fashion at the Oscars
IoDF digitally dresses actor Bailey Bass at the 95th Academy Awards.
Coverage: SHOWstudio → Vogue Singapore × Metaverse Fashion Week
Leanne and Cat judge the digital design talent competition.
Coverage: Vogue Singapore →- July
An AI Barbie collection
An AI Barbie collection inspired by London's queer nightlife.
Coverage: SHOWstudio → - September
IoDF Top 100 Innovators
The first annual list of people shaping fashion's future, launched at The Mandrake during London Fashion Week.
2024–25
- 2025
IoDF Creators Fund
The first winner, OPIA, presents a solo immersive showcase at SXSW London and The Fashion District Festival.
Women of the Future, Emerging Tech
Leanne Elliott-Young profiled by Women of the Future, Emerging Tech.
Coverage: Women of the Future →
2026
IoDF becomes PATINA
ResearchOur research is open: The State of Post-Purchase Commerce 2026
We're studying what actually happens to a product after it's sold — and we need brands and consumers to help us find out.
CompanyIntroducing the Patina Strategic Advisory Board
Building the leadership infrastructure behind the future of connected commerce.
SpeakingLeanne Elliott-Young speaks at Parliament on AI, digital identity and the future of fashion technology
Our CEO and Co-Founder took her seat inside the House of Commons for the 10th Anniversary Creative Women Forum — making the case for post-purchase commerce to a room built for policy, not fashion.
SpeakingPatina takes the stage at the first TIME100 AI Leadership Forum
Leanne Elliott-Young joins TIME's inaugural AI leadership gathering to make the case for post-purchase commerce as fashion's next frontier.
CompanyWe won: Global Sustainability Leadership Award 2026
Recognised at the 5th Global Sustainability Summit & Awards, hosted at the House of Lords, Palace of Westminster.
PressVogue Business exclusive: the cap that opened London Fashion Week
Patina × Maximilian Raynor: a London Fashion Week Digital Product Passport snapshot, covered exclusively by Elektra Kotsoni for Vogue Business.
CompanyIoDF is now PATINA
After six years as IoDF, we are now PATINA: the post-purchase operating system for fashion and luxury brands, built on Digital Product Passports.
PressFuture Proof: PATINA in Vogue Singapore
A four-page InVOGUE Tech interview with our co-founders in Vogue Singapore's July/August “Audacity” issue, on why the product is the new customer relationship.
CompanyWe're shortlisted for The Future of Our Planet at the Investec ESEYs 2026
PATINA has been shortlisted in The Future of Our Planet category at the 2026 Investec Early-Stage Entrepreneur of the Year Awards. Public voting closes 29 October.
What we're building now
PATINA is the post-purchase operating system for fashion and luxury brands, built on Digital Product Passports.
