Case Study

Upwardly mobile fashion label relies on our expertise

XO is a fashion technology firm founded in London in 2011. The Northridge team have acted for the label for a number of years, with a highlight being helping them to make a pop icon ‘fly’.

When Lady Gaga signed up to wear a range of tech outfits during her world tour, including a flying drone dress, our team advised on arrangements with the singer and the US Air Force.

This support formed part of a broad range of services provided to the brand on its lifecycle through fundraising rounds and partnerships with major companies such as Intel and Amex. We also advised XO on their expansion into the USA and the launch of a new digital fashion brand.

Northridge acts for various high-growth businesses applying technology to the sports and entertainment sector.

"The team acts as an extra arm of the business. They provided invaluable assistance on the Gaga deal guiding us through the complex design, delivery, IP and liability issues."

Nancy Tilbury
Executive Creative Director and Co-Founder of XO