Extè
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Extè is an Italian fashion brand introduced in 1996 by Ittierre S.p.A. (a subsidiary of the IT Holding Group).
The name Extè comes from the Latin expression ex-tempore, which means timeless, or literally: beyond time.
Brand identity
Extè is the end-result of a project where product meets communication and market to define a new idea in style.
Thanks to the edgy use of fibers and materials, the directional design and innovative communication, Extè made a strong impact on the market.
Extè captures the future in the here&now through shapes and colors, context and culture. The brand’s positioning is in the youth ready-to-wear range.
Evolution, early years
1996 - 1999
Extè debuted on the scene in 1996 with a fashion show-event at the Gasometro in the industrial Bovisa district of Milan.
That same year the brand presented its first "vacuum-packed" clothes complete with product "sell-by" date.
2000 to present
Various fashion designers have held the post of Extè creative director. After the young Italo-Brit Antonio Berardi (a graduate of Central Saint Martin’s College in London) came Sergio Ciucci and later Alessandro De Benedetti. Today, Extè benefits from an international team of fresh talents.
In 2001, on the occasion of the annual Milan Furniture Fair, the brand made a statement in the realm of interior décor by hosting in its showroom the unveiling of the e.chair: first interactive multi-purpose chaise longue, a Chiara Cantono design for Brunati Italia.
Communication
Also in 2001, Extè and photographer Gian Paolo Tomasi created seven "virtual models" in collaboration with the magazine GQ. This marked the first time virtual models were used in fashion brand communication.
In June of 2004, for the S/S 2005 show, Extè presented the world’s first-ever vertical catwalk, featuring Les Passagers acrobats in the role of artist/model.
On January 15, 2008, Extè launched the "Chemistry of Emotions" project at the BaseB club on Via Lambruschini in Milan’s Bovisa district.
External links
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