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Insight of the Day: Star-powered Phygital Fashion Start-up Hits Investor Funding

Xtended Identity, a London-based “phygital” fashion house, has been making waves in the industry. With a client roster that includes Grimes, Bad Bunny, Megan Thee Stallion, Erykah Badu, and Ive, as well as a collaboration with Thierry Mugler, this scrappy three-year-old virtual fashion start-up is gaining recognition.

Here’s what you need to know about Xtended Identity:

  1. Phygital Approach: Xtended Identity blends the physical and digital realms. Their goal is to create physical-plus-digital goods that resonate with consumers.

  2. Grimes’ Endorsement: Grimes, the singer, visual artist, and former girlfriend of Elon Musk, was the first celebrity to reach out to Xtended Identity. She was impressed by their digital fashion world pieces and became the first to wear them. Her endorsement helped put the brand on the map.

  3. Bad Bunny and Rolling Stone: Bad Bunny, the Puerto Rican superstar, graced the cover of Rolling Stone wearing Xtended Identity’s twisted metal accessories. The brand’s futuristic shades caught the spotlight, showcasing their unique aesthetic.

  4. Collaboration with Mugler: Xtended Identity collaborated with iconic designer Thierry Mugler on an augmented reality filter for Instagram. This filter highlighted Mugler’s Alien Goddess Supra Florale fragrance, bridging the gap between digital and physical fashion.

  5. Consumer Sentiment: Interestingly, when Xtended Identity polled consumers, they found strong resistance to purchasing digital fashion. People felt that digital fashion should be freely shared on social media rather than owned individually.

  6. Future Endeavors: Xtended Identity continues to explore new avenues. They’re in talks with other A-list musical performers and are working on a Pride Month collaboration with drag queen community figures.

In a world where fashion is increasingly influenced by technology, Xtended Identity’s blend of creativity, celebrity endorsements, and innovative approaches is making a mark.

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