David Cash Launches The Digital Fashion Designers Council

This newest venture wants to bridge the gap between traditional fashion and its digital counterparts.

There is no doubt about it: in the modern world, the digital and physical are becoming increasingly intertwined. Looking forward, with the rise of various technological advancements involving game worlds, artificial intelligence, and social media innovations, how does the fashion industry plan to keep up? The answer of Cash Labs founder David Cash? A forward-thinking initiative called the Digital Fashion Designers Council (DFDC.)

The DFDC features industry giants Nick Knight, Megan Kaspar, Antoni Tudisco, Marjorie Hernandez, Daria Shapovalova, Natalia Modenova, gmoney, Leanne Elliott Young, and 20+ major fashion luminaries assembled by David Cash and their team. The council aims to integrate digital fashion into the traditional fashion ecosystem by aligning incentives of brands, platforms, and users through strategic partnerships and global IRL+URL activations.

Megan Kaspar wearing digital Fendi pieces. Photographed by Alberto González, courtesy of David Cash

Although the inception of the DFDC began with the first Metaverse Fashion Week in 2021 where Cash saw the potential of digital fashion becoming increasingly evident, it was in the months leading up to July of the previous year that Cash’s team started to crystallize their vision into a concrete plan. What began as a disparate set of ideas had now formed a cohesive strategy aimed at revolutionizing the way fashion interacts with digital spaces.

The vision, according to Cash, was not merely about creating trends in the fashion industry but about fostering a collaborative environment in an industry traditionally known for its competitive nature. Cash says their background in the entertainment industry has profoundly influenced their approach to the initiative. “It’s always been about collaboration,” Cash explained. “My mentality has always been about how different entities can join forces to achieve something greater.”

At its core, the DFDC is about creating synergies among fashion brands, particularly those that are independent and often feel the pressure to compete rather than collaborate. “The fashion industry has traditionally been very gatekeep-y,” Cash observed. “What we’re trying to do is to move away from that and create an infrastructure where collaboration is the norm, not the exception.”

One of the council’s flagship innovations is the Reality Spectrum Matrix (RSM), a tool designed to facilitate seamless connectivity between different digital and physical experiences. The RSM acts as an intermediary, allowing users to navigate between various platforms and touchpoints with ease. “The RSM is essentially a widget that can live anywhere, whether it’s on a brand’s website or integrated into a game world,” Cash explained. “It’s designed to be a bridge that connects different parts of a user’s digital journey.” This tool is not just a technological feat; it represents a fundamental shift in how brands interact with their audiences.

Dolce & Gabbana’s Collezione Genesi, courtesy of Red DAO

Placebo Digital Fashion House x threeAsFour

The RSM’s primary function is to create an integrated user experience across multiple platforms. For instance, users can start by engaging with a brand on social media, continue their interaction in a gaming environment, and then transition to the brand’s e-commerce site. Throughout this journey, the RSM tracks user actions and rewards them, thus fostering a more engaging and cohesive experience.

“We’ve invested heavily in the backend technology to ensure that it’s both secure and efficient,” Cash emphasized that the tool is designed with user security and functionality in mind. “This is not just about convenience but about creating a robust system that brands and users can trust.” Another critical aspect of the DFDC’s initiative is encouraging brands to digitize their physical collections. By transforming physical garments into high-resolution digital assets, brands can extend their reach into various digital environments.

The RSM tool supports this transition by offering polygon remapping, which allows digital assets to be compatible with different platforms. For example, a garment can now be adapted for use in a Roblox game or as an AR filter on Snapchat. This feature ensures that brands can maintain a consistent digital presence across various platforms. “The idea is to make digital assets as versatile as their physical counterparts,” says Cash. “We want to help brands leverage their digital presence in a way that’s meaningful and integrated.”

David Cash. Photographed by Nancy Kim

The DFDC’s approach is also aimed at enhancing user engagement through innovative cross-platform interactions. By creating what Cash describes as “cross-platform game loops,” the council encourages users to interact with brands across different digital touchpoints, earning rewards along the way. This strategy is designed to incentivize users for their engagement and to create a more dynamic interaction between brands and consumers. “We want to move beyond traditional marketing tactics and create experiences that are truly engaging and rewarding for users,” Cash explains.

Officially launching its programming on September 5th, the DFDC aims to major shift toward collective action in the fashion industry. The council is set to roll out an extensive range of activities from September 5 to October 18, including digital activations and events across various platforms.

With these upcoming activations, the DFDC represents a significant step towards a more interconnected and collaborative fashion industry within digital and physical realms. “For us, it’s about creating a space where brands can work together to achieve greater things,” Cash concludes. “We’re excited about the possibilities and look forward to seeing how the industry responds.”