Vilebrequin, which celebrated its 50th anniversary in 2021, will work with IMG to creatively extend the brand known for swimwear into broader lifestyle categories consistent with the brand's cultivation of a sun-kissed "joie de vivre" spirit. Specific categories include sun care, sunglasses, headwear, footwear, jewelry, resort and beach furniture and will feature the brand's distinctive fabric patterns and St. Tropez-rooted European flair.
"We are pleased to partner with IMG to help us identify the best product and brand collaborations for Vilebrequin," says Roland Herlory, chief executive officer, Vilebrequin. "We plan to extend our 'art of living at the beach' philosophy to new categories, which will expand the reach and grow our brand. In doing so, we will bring luxury holiday wear to the next level while always staying true to ourSt. Tropez heritage, without making any compromises on quality, comfort and style."
"Vilebrequin has mastered the art of creating swimsuits that are not only instantly identifiable but also evoke a free-spirited mindset inspired by the sun, sand and sea that nourishes the imagination," says Bruno Maglione, president, licensing, IMG. "Its French Riviera heritage and bright colors are married to a lifestyle of freedom and relaxation that is equal parts glamorous and aspirational. This uniquely rich brand heritage will enable us to bring to life new products consistent with the brand's DNA."
In 1971, Vilebrequin was created in Saint Tropez by Fred Prysquel, a photographer and sports automobile journalist, and Yvette, a fashion designer. Vilebrequin's swim collections are currently developed from 50% recycled or recyclable materials and are expected to expand to 80% by 2023. Additionally, Vilebrequin's packaging is sourced from sustainably managed forests, contains 40% recycled materials and is fully biodegradable.
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