Gwen Stefani's Harajuku brands head to China - Licensing.biz

Gwen Stefani's Harajuku brands head to China

United Talent Agency names Global Pursuit as licensing agent.
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The Harajuku brands from pop star and fashion designer Gwen Stefani will head to Greater China with their own licensing programmes.

United Talent Agency (UTA) has named Global Pursuit as agent for Harajuku Lovers and Harajuku Mini in the territory.

Global Pursuit will develop a licensing and merchandising programme across key categories including toys, publishing, video games, apparel, accessories, stationery, housewares and food and beverage. It will also create promotional campaigns.

The Harajuku brands are inspired by Stefani's love of pop art, fashion design and admiration for the whimsical and creative street style found in the Harajuku district of Japan.

Stefani’s love of Japanese pop culture and fashion led to her hit single 'Harajuku Girls', her 2005 The Harajuku Lovers Tour and a live concert DVD of the same title.

Stefani launched the Harajuku Lovers women’s, men’s and children’s clothing and accessory line in 2005. Since then, the brand has expanded into fragrances, shoes, watches, jewellery and more. 

The Harajuku Lovers collection is currently available through retail chains and online dealers across the US, including Target and Amazon.com.

Stefani said: “The first time I went to Tokyo in ’96 it was as if I landed on another planet. It was the most incredible experience. I saw kids in Harajuku that were all about self-expression and had this unique individual style and everyone was making their own clothing and mixing and matching. 

"There was this whole Western inspiration but yet there was this whole Japanese traditional style, and I felt like I had come home. I felt like wow this is all very inspiring."

“Gwen’s Harajuku Lovers brand is successful because it is an organic extension of her music creative vision and unique sense of style,” said Lisa Jacobson, Partner and Head of Branding, Licensing and Endorsements at UTA.

“We chose to work with Global Pursuit to expand the Harajuku Lovers brand into Greater China because they understand the brand represents a unique opportunity for people to express their individuality, while also demonstrating a common bond with an artist they love and admire.”

Cynthia Money, President at Global Pursuit, added: "Harajuku Lovers brings fashion, lifestyle, design and a sense of fun to the market, and we are looking forward to working with Gwen Stefani and her team at UTA to spearhead its expansion in Greater China where we believe that it will be fully embraced by retailers and consumers alike.”

UTA represents and manages all of Stefani’s fashion and lifestyle businesses.

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