Partnership to produce fashion collections tied to artist roster
Continuing its expansion into the high-end apparel business, Universal Music Group’s merchandise arm Bravado has pacted with Tommy Hilfiger’s Music Entertainment Sports Holdings (MESH) to create music-fashion lifestyle brands.
Just last month, UMG announced a global brand partnership with Australian active-wear firm Billabong that will pair UMG acts with action sports stars, to be distributed through the Down Under firm’s 11,000 specialty outlets (Variety, April 27).
Deal with MESH — a unit of Hong Kong-based Li & Fung’s LF USA operated by partners Tommy and Andy Hilfiger, Joe Lamastra and Bernt Ullmann — will entail design, marketing and distribution of a line of collections based on UMG’s roster of musical acts.
“Bravado’s clients are among the most iconic musical artists in pop culture,” said UMG chairman-CEO Lucian Grainge in a statement. “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.”
Bravado CEO Tom Bennett noted that MESH’s “ability to effectively marry pop culture and fashion and create new retail opportunities is second to none.”