In the week fashion designers Fyodor Golan sent models dressed like Trolls down the catwalk at London Fashion Week following previous collaborations with “My Little Pony,” Transformers, Coca-Cola, Post-it, “The Power Puff Girls” and Chupa Chups, Brand Licensing Europe has announced it is highlighting fashion licensing at next month’s show with a brand-new “Fresh off the Runway” activation.
“Fresh off the Runway” will see a jaw-dropping display of Fashion x Licensing collabs on super-styled mannequins in each of the show’s five visitor entrances, from N1 through N5, as well as a specially curated License Global edit on stand E200, which will feature:
Rovio: Filippo Laterza x ‘Angry Birds’
Angry Birds Haute Couture Collection by Filippo Laterza
Smiley: Ellesse x Smiley
Renowned Italian sports fashion brand Ellesse has teamed up with Smiley for a festival season essentials athleisure collaboration.
“We are extremely proud to work with Ellesse, a like-minded brand that shares our ethos for creativity and aims to put a smile back into the active sports market,” says Nicolas Loufrani, chief executive officer, The Smiley Company. “Together, our teams have created a cool collection, that not only taps into both brands’ heritage, but also incorporates a range of technical fabrics and sporty styles that continues to strengthen Smiley’s position in the athleisure market. This new collection will ensure Smiley and Ellesse fans look and feel great whether in the gym, at work, or out partying during those long summer days and nights.”
brand4rent: brand4rent Presents The Tretyakov Gallery
The Tretyakov Gallery is home to an outstanding collection of Russian art, including masterpieces by Malevich, Kandinsky and many more. The Museum is a must-see destination in Moscow, and now, its heritage is expanding to the fashion world through official exclusive licensing partner brand4rent.
“When fashion meets licensing, something truly special happens,” says Amanda Cioletti, content director, License Global. “License Global magazine is thrilled to help bring these exciting fashion representations to the Brand Licensing Europe show floor, highlighting the important ways in which fashion as an art form raises licensing and brand extensions to yet another fantastic level. From Filippo Laterza’s interpretation of Rovio’s ‘Angry Birds’ to Smiley’s collaboration with Italy’s Ellesse for festival-ready gear or brand4rent’s fashion-forward range inspired by timeless Russian masterpieces, this exhibit is a must-see while visiting ExCeL this year.”
The ‘Fresh off the Runway’ show entrance exhibits include:
N1 Entrance: Viacom Nickelodeon
SpongeBob x Marlou Breuls: A unique, authentic and creative collaboration between fashion designer Marlou Breuls and “SpongeBob SquarePants” in a crafted, heritage and sustainable story.
N2 Entrance: Mattel
Barbie by Patrizia Pepe: ‘Original ICON Collection’ Barbie by Filippo Laterza for Original Marines & Barbie partners with Patrizia Pepe to launch 15-piece junior capsule collection inspired by the brand’s 'You Can Be Anything' statement in the year Barbie celebrates her 60th birthday.
CPLG presents Chinti & Parker x Peanuts, Lazy Oaf x Peanuts, RIVA x Peanuts and
Universal Brand Development x Criminal Damage
Tinderbox presents the DRKN OFFICIAL “Call of Duty: Modern Warfare” capsule collection, which is dropping soon and can be pre-ordered exclusively at www.drkn.com.
Sanrio & Difuzed present Jimmy Paul x Hello Kitty by Difuzed.
PREMOLI + DI BELLA via Maurizio Distefano Licensing
Perfetti Van Melle presents #White x Chupa Chups
BLE 2019 takes place at ExCeL London from Oct. 1-3. Register for free at http://www.brandlicensing.eu/register-now