IMG Tapped for Brigitte Bardot Fashion Partnerships

The relationship between Brigitte Bardot and IMG has been renewed.

License Global

September 16, 2020

2 Min Read

Family Trademark has renewed its exclusive representation agreement with IMG to continue developing fashion collaborations for the Brigitte Bardot brand

Since 2015, IMG has been working with fashion labels to develop capsule collections and items that celebrate the Bardot legacy. In January, IMG worked with designer Anine Bing following a personal letter by the latter to Bardot herself, describing the French icon as her “first inspiration” and “muse.” The resulting collection of three monochrome pieces depicting Terry O’Neill’s images of Brigitte Bardot was worn by celebrities including Kate Bosworth and Poppy Delevingne. It has since sold out in Anine Bing stores around the world.

“Our work on the Brigitte Bardot brand with IMG bears witness to a mutual trust,” says Tanguy Toulemonde, chief executive officer, Family Trademark. “Our aim is to pay homage to the fashion legacy of Brigitte Bardot with products that invoke the timeless glamour of her style and era with quality products that can be enjoyed by many and not only the ‘happy few.’”

In addition to her film and fashion credentials, Bardot is also known for her lifelong advocacy for animals and the environment. This is reflected in various collaborations, including a new two-piece t-shirt collection featuring Terry O’Neil’s images with Massimo Dutti’s environmentally-friendly ‘Join Life’ label. The line launched in Massimo Dutti stores around the world and online earlier this month.The famous Terry O’Neil images for the Massimo Dutti and Anine Bing collections were supplied by Iconic images.

This year has also seen the launch of a vegan, cruelty-free luxury haircare range with Bardot’s signature citrus floral scent, available now from retailers including Urban Outfitters, Pretty Little Thing and Fenwick. 

“Brigitte Bardot is a beauty and fashion icon without rival in terms of the continued relevance and aspirational appeal of her style,” says Bruno Maglione, president, licensing, IMG. “Bardot’s signature looks are so established that her name has become interchangeable with them. Our aim is to bring authentic images and storytelling to the many brands and designers who continue to be inspired by B.B. and her legacy.”

IMG is exhibiting at Festival of Licensing, a month-long large-scale digital gathering that unites the global licensing industry to connect, learn, strike deals and do business on an international stage. The event takes place Oct. 6-29. Register for free now!

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

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