October 15, 2021
MDR Brand Management has been working with the Amy Winehouse Estate to celebrate and protect Amy’s legacy. Together they have handpicked and commissioned dedicated partners to bring Amy’s aesthetics and personal values to life through new footage, a curated exhibition and a series of consumer products.
In partnership with the Design Museum in London, Amy’s fans will have access to an immersive exhibition on Amy, depicting key moments in her career. “Amy: Beyond the Stage” outlines Amy’s early life to her introduction to music, her identity as a fashion and culture figure and celebrates her talent. The exhibition launches in November and will run through April.
MDR’s first collaboration went live in September. Makeup artistry brand Illamasqua launched a co-branded, limited-edition beauty box. The box includes six cosmetic products inspired by Amy’s look and makeup bag favorites and a collectible magazine featuring an interview with her stylist and friend, Naomi Parry. A full makeup collection will be launching in 2022. British Audio brand, Roberts has been appointed to launch a series of products inspired by Amy’s personal affiliation with the brand. Amy owned three Roberts radios, with her baby-pink Roberts radio featuring in the photoshoot of the Frank album in 2003. Roberts intends to launch special limited Amy Winehouse editions of some of their iconic products from February onwards.
Danish brand Lucie Kaas, known for its collectible range of Kokeshi Dolls, will continue to sell the Amy wooden doll, sold online globally and in retailers including Selfridges. In spring 2022, an Amy Winehouse luxury scented candle by Lauren Dickinson Clarke will launch, followed by an illustrated bone china mug.
MDR is progressing on several additional product partnerships to be announced in the coming months. A portion of each partnership’s proceeds will go toward the Amy Winehouse Foundation, which works to inspire children and young people to build their self esteem and resilience.
“We’re delighted to be working with MDR and brands which authentically represent Amy, whilst raising funds for the Amy Winehouse Foundation,” Mitch and Janis Winehouse, Amy Winehouse’s parents, said in a joint statement.
“It is a real privilege for MDR to be working so closely with Amy’s stylist and direct family and to be welcoming like-minded, authentic and invested partners to our brand-building vision, whilst giving back to the Foundation,” says Daniel Avener, chief executive officer, MDR Brand Management. “We are excited to be able to showcase some of our initiatives and allow fans to delve back into Amy’s world and remember her incredible talents forever.’’
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