The first collection “Illuminate” launched in early November, featuring a line of accessories that includes a face mask, bag, choker, and harness. With clear PVC and metal hardware, IDENTITYrx made their debut. In 2019, IDENTITYrx will be releasing their first line of apparel.
In this interview, Nicole goes into detail about the birth of a brand, the IDENTITYrx woman, and how she is creating a women-inclusive subculture.
1. Why did you start IDENTITYrx?
I wanted to introduce people to an aesthetic that hasn’t been embraced by mainstream consumers yet – health goth, techwear, and cyberpunk. You can say these fashion subcultures are niches within niches. It’s risky, but I wanted to take that chance. And personally, I’m also picky when it comes to my own clothing choices. There isn’t one brand that I’m dedicated to, so I wanted to create a brand that not only I’m obsessed with, but others can appreciate as well.
It’s been a long journey! I worked in the fashion industry for 15 years before starting IDRX. I was a writer for a fashion and lifestyle magazine for seven years (I have a degree in journalism), managed a fashion blog, was the editor-in-chief of a boutique social media group that curated editorial and marketing content for fashion brands, music artists, films and influencers. I also freelanced as a fashion stylist, creative director, and even started a children’s fashion line. I wore many hats in the industry and the journey has taken me to start my own women’s brand.
3. How did it contribute to creating IDENTITYrx?
Melding my professional marketing and communications background with my passion for fashion was a no-brainer!
4. How would you describe an IDENTITYrx woman?
The IDENTITYrx woman is someone who is confident, feels sexy in her own skin, powerful and gives zero fucks about what people think. I mean, you’d have to be bold to wear our harness or choker. They’re head-turners…conversation pieces.
5. Where do you find inspiration?
I find inspiration in everything that comes across my path. Movies, poems, architecture, art, and music, to name a few. I tool, tinker, mix-and-match materials, fabrics, and trimmings to see what works.
6. Can you describe your recent collection of accessories?
I’m in love with every piece in our first collection, which is called “Illuminate”. It was inspired by my travels to Scandinavia (I love Scandinavian architecture) and futuristic movies like Blade Runner and Ex Machina. I love the duality between the metal materials and the translucent PVC. People say “opposites attract” and that’s true for aesthetic of this collection.
7. What is your creative process like?
My best ideas come to me out-of-the-blue at totally random times of the day. So I immediately need to sketch it out. Then I continually improve it until I think it’s ready for the design team to make samples. Usually, the team makes recommendations on how to make it better, so we make prototypes until we hit perfection.
I want people to feel empowered, confident and beautiful when they wear IDRX pieces.
9. What is your opinion on the current state of fashion?
10 years ago, the fashion industry centralized with big-name magazines telling consumers what to wear and what not to wear. Now with social media dominating our newsfeeds, fashion has decentralized where the power is now in the people’s hands – they’re embracing apparel and accessories that fit their personalities and aesthetic. There’s a fashion niche for everyone out there, with influencers in each of those subcultures. And I love it!
I’m not inventing something new with IDRX. In fact, I’m taking what’s been done before but giving it a fresh aesthetic. We embrace futuristic narratives that are feminine and edgy. And if our audience loves it, joins our tribe and become advocates for the brand that would be my greatest accomplishment.