Licensed Program: Celebrity / Fashion
AirwalkAuthentic Brands Group
Airwalk is back in the spotlight as the brand aligns with Danish menswear label Han Kjøbenhavn on a luxe seven-piece collection. Led by Han Kjøbenhavn’s founder, Jannik Wikkelsø Davidsen, the capsule features a short-sleeve shirt, long-sleeve shirt, pant and crewneck sweatshirt all featuring a distinctive collaborative logo. A knee-length faux fur jacket along with a deconstructed version of Airwalk’s iconic The One silhouette are notable standouts. The collection ranges from $75 to $605.
Dear DrewBarrymore Brands / CAA-GBG
Founded by Drew Barrymore, Dear Drew is a love letter to all women around the world. Dear Drew is a contemporary lifestyle brand which launched in Fall 2017 exclusively with Amazon Fashion. The brand launch was supported by over 30 press placements, a dedicated website and social media account. The Dear Drew Flagship store opened for Holiday 2017, creating a nostalgic and quintessential retail home. Dear Drew will continue its retail expansion throughout 2018.
Guns N’ Roses Was HereBravado
Bravado tapped the most relevant and forward-thinking designers in the streetwear industry to collaborate with GNR, introducing the iconic band to a new generation of fans. Russell Westbrook, Tyga, designer Mike Amiri all came out for the star-studded launch party that unveiled the immersive pop-up shop which featured a smashed-up police cruiser, a pile of bent folding chairs paired with vintage Sony televisions and gig boxes that complemented the high-end GNR collections. This project generated impressive fashion, music and lifestyle press, garnering reach of about 130 million impressions valued at around $14 million ad dollars.
LaurDIYLauren Riihimaki / The Brand Liaison
In its first year of licensing activity, renowned YouTube sensation Lauren Riihimaki, a/k/a LaurDIY has established a roster of leading licensees and retail partners in fashion, DIY crafting, tech accessories and other unique products, catering to over 15 million Gen-Z and young Millennial followers across all social media platforms and retail channels. Supported by a massive consumer marketing campaign including in store events, LaurDIY merchandising drove record-breaking sales in stores and online. Her fully integrated product launches including an exclusive program at the trend-forward fashion destination Ardene exemplifies the incredible rise and impact of social influencer licensing in today’s marketplace.
Maya AngelouEstate of Maya Angelou / CMG Worldwide
The Dr. Maya Angelou name and image has been successful across many licensing programs in a variety of areas, most notably motivational advertising campaign and a significant jewelry program. Dr. Angelou is a global symbol of hope, inspiration, and motivation, and as such, her inclusion in these licensing programs causes consumers to gravitate toward the companies that feature this iconic activist, author, and poet. Dr. Angelou has a life lesson to teach, and her message continues to resonate in recognition of the differences that make us all unique.