The Van Gogh Museum has appointed IMG as its exclusive licensing representative for North and South America, the Middle East, Africa, China and some parts of Europe.

Commissioned by the Dutch Government, The Van Gogh Museum in Amsterdam opened in 1973 and houses the world’s largest collection of works by the artist and serves as the official curator of the Van Gogh legacy.

“IMG enables us, through collaborations, to reach out to people all over the world who have a personal connection with the museum and the artist, and to reach those who don’t have this kind of connection yet,” says Laurine van Rooijen, licensing and wholesale head, The Van Gogh Museum. “We hope that together with IMG we can inspire people with stories about Van Gogh and show them there might be a link between him and their own personal lives. This contributes to our mission to make Van Gogh’s life and work accessible to as diverse a group of people as possible, to enrich and inspire them. It also contributes to the management and preservation of Van Gogh’s heritage for future generations.”

IMG will extend Van Gogh’s portfolio of art through brand collaborations in product areas such as clothing, fashion accessories, home decor, cosmetics, fine stationery, gifting and collectibles. The agency expects to work with brands ranging from luxury labels to youth-oriented fast fashion retailers, as well as consumer durable items such as high-end white goods, consumer electronics and kitchen appliances.   

“Van Gogh’s work is widely recognized as having the power of a cultural brand, enriching and inspiring individuals everywhere,” says Sven Thierhoff, vice president, licensing, IMG. “We feel extremely privileged to be working with the prestigious Van Gogh Museum, which houses the world’s largest Van Gogh collection, and together we look forward to making his art accessible to people who might not have the opportunity to visit and experience it for themselves.”