Hilfiger teams up with Universal
US fashion and sports apparel brand Tommy Hilfiger has teamed up with Universal Music to develop a line of clothing for high-end boutiques and department stores. Universal – via its Bravado merchandising unit – Music Entertainment Sports Holdings and Hilfiger will work together with as-yet-unnamed artists to develop the apparel.
“Bravado’s clients are among the most iconic musical artists in pop culture,” said Lucian Grainge, CEO of Universal. “Bringing them together with MESH’s creative ability and global distribution resources will be transformative for Bravado in terms of its scale, the unique opportunities it provides our artists, and the diversification it brings to our portfolio of global brands.
“This is a new approach that takes the current notion of artist merchandise and propels it into those places which have, up until now, been reserved for major designers and major brands.”
Tom Bennett, CEO of Bravado, said: “Bravado’s strategy is to partner with only the best and the most innovative companies in this space. And there is no one better than MESH. Their ability to effectively marry pop culture and fashion and create new retail opportunities is second to none. This new venture will deliver a compelling, high quality product line to inspire both artists and consumers alike, while further expanding our presence in the most dynamic and vital areas of retail today, the intersection of music and fashion.
