Press Release
Melbourne, 29 April 2025 – Tokyo Design Studio (TDS) Australia, a celebrated design agency and production powerhouse, has joined forces with Melbourne-based startup Pretty Privilege in a strategic bridging round aimed at propelling the community platform’s growth and redefining Gen Z marketing.
Pretty Privilege, launched in May 2024, has already built a fast-growing member base of 40,000 users by offering “influencer-level” perks to everyday consumers, fostering inclusivity in brand engagement. With new funding, the platform is set to scale its community to 300,000 users by 2026 and aims to reach $10-$15 million in revenue.
Victor Tavitian, co-founder and managing director of TDS Australia, expressed enthusiasm for the collaboration.
"Pretty Privilege is redefining what privilege and influence mean for a new generation," he said. "Their ability to authentically connect brands to Gen Z is unmatched, and we’re thrilled to align with a forward-thinking platform that mirrors our own creativity and strategic vision."
Operating at the intersection of design, innovation, and strategic branding, TDS Australia brings a wealth of expertise to this partnership. The agency’s specialised System 1 brand design approach has positioned it as an industry leader, helping brands achieve meaningful, authentic connections with diverse audiences.
Pretty Privilege’s innovative approach to dismantling the traditional influencer model resonates strongly with TDS’s commitment to storytelling through emotionally impactful brand experiences. By empowering everyday consumers to engage directly with brands, the platform is navigating a bold path toward inclusivity and community-driven marketing.
The bridging round, led by Hatchstone Capital, also attracted notable investors such as Michael Frazis of Frazis Capital Partners and Kyla Kirkpatrick, CEO of Emperor Champagne. This new chapter for Pretty Privilege underscores a shared vision of creating impactful, authentic brand experiences for a new era.
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