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Fashion statements | WildBrain CPLG explores how the post-pandemic world of licensed fashion has shifted gear

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With the world beginning to reawaken and emerge from its pandemic slumber, so too is the world of fashion switching gear, slipping out of its comfy bagging clothing and back into a wardrobe designed for life outside, once again. However, notes Pau Pascual, VP Southern Europe and MD of Iberia and MENA, at WildBrain CPLG, the ever-moving fashion scene hasn’t emerged untouched by the shift in consumer sensibilities. Not by any stretch of the imagination.

Here, WildBrain CPLG’s Pascual talks us through the key trends to be hitting the post-pandemic licensed fashion space.

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Last year, as with many changes brought about by the pandemic, we saw significant shifts in the world of fashion, particularly in purchasing choices. With much of the world working from home, consumers were prioritising clothing that was comfortable because this became the new daily wardrobe for many, and so there was a swing from retailers to embrace this trend and offer more in the way of casual and sportswear.

However, now with the world starting to open up again, many consumers are looking to inject freshness into their wardrobes and retailers are looking to keep their offering engaging, relevant and fun. Below are five key trends that we’re seeing in the fashion space at WildBrain CPLG, exploring how these are being adopted by brand owners: 

Varsity Back in the Spotlight 

We’ve seen varsity and US college-inspired products, both in the mass market and high-end fashion space, for many years now, but in 2021, the presence of styles that take inspiration from iconic US institutions and their merchandise – such as the baseball ‘letterman’ jackets – has really accelerated. 

There was certainly a large halo effort from Hedi Slimane’s spring ‘21 menswear collection for Celine, which included varsity jackets, along with other varsity-inspired trends, from baseball caps and high-top sneakers to sweatsuits and track shorts, that we’ve seen trickle down to the high street. This trend has also been fuelled by TV shows, such as the Gossip Girl reboot and Riverdale, that have played a key part in bringing varsity style fashion back into focus. Also, the portrayal of Princess Diana in the latest season of The Crown has drawn renewed attention to her fashion looks, including her iconic Philadelphia Eagles varsity jacket. 

Many licensed properties are leaning into this trend and providing their own fresh takes, such as with the beloved Peanuts brand we represent and its many ranges with Inditex. We also represent several iconic institutions themselves, including Harvard and Yale universities, and are seeing great interest in these brands.

Retro Gaming 

Another fashion trend that has been around for a little while but is now stepping up a level, is the use of retro gaming brands, such as Nintendo, and our very own Tetris, Space Invaders and Sonic. As platforms have evolved over the years, these games have been played by multiple generations in many different ways – from the original arcade and console games, and now on tablets and mobile devices – and so they bring wide brand recognition across multiple demographics. 

These properties also offer a real sense of fun and playfulness, as well as tapping into the spirit of nostalgia and evoking the spirit of the ‘80s and ‘90s, which is proving to be really appealing to the millennial generation. More generally, the distinctive graphics are a hit with fans of strong visual styling. 

In particular, we’re seeing these brands enjoy great success with footwear collaborations, such as the deal we recently secured with premium Dutch footwear brand Floris Van Bommel for a Spring/Summer capsule collection inspired by Space Invaders. We often see a ‘30-year-cycle’ where kids who grew up with the IP are now in a position to buy something special that reminds them of their childhood and we see this as a real driver of the trend.

Vintage Brands Applied to Lifestyle 

Also in the vein of millennial and Gen Z nostalgia, we’re increasingly seeing the use of vintage brands applied to lifestyle products within fashion, for example, the new capsule collection inspired by the iconic Fruit of the Loom apparel brand that’s recently launched at Zara. There’s also a lot of interest in brands such as Technics and Kodak, as well as heritage sports brands like Prince and Kappa. 

The fashion industry often aims for the surprise factor by reviving brands that used to be the ‘coolest ones around’ and using them to create a flashback moment during which consumers are reminded of something they’d perhaps long forgotten. This type of licensed collaboration really gives consumers a chance to relive their memories of a certain brand and, although the product may now appear in a different form, it offers them a chance to once again buy something from a brand they loved when they were younger.

Care for the Planet, Ourselves and One Another 

Across all stages of fashion, there is an increased commitment to more environmentally friendly practices and choices – starting right with the manufacturing processes and the raw materials that are being used. The industry is striving to embrace the ‘circular’ economy with reusing and recycling being the top priorities, and this is already happening across many of the big fashion retailers. Many new fashion companies are also solely working with recycled materials and within this type of circular economy. 

Environmental sustainability is also being applied directly to the messaging of products, such as Ecolaf with its ‘There’s No Planet B’ campaign. We also recently worked on a fantastic collaboration for Peanuts Worldwide with the luxury eco-sustainable apparel brand, Vayyu. To mark Earth Day, Vayyu launched its first licensed collection, which featured Charles M. Schulz’s classic Peanuts characters and included garments designed by students from Nottingham Trent University. This was all part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise encouraging everyone to take care of themselves, each other and the Earth.

As well as embracing the growing interest in caring for the planet, licensing trends are also capturing the zeitgeist within the fashion space for care and kindness – as we emerge from the pandemic with a renewed respect for one another and our world. This is coming across in apparel that brings in messages of acceptance and inclusivity, as well as encouraging individuals to express themselves freely. A great example of this is WildBrain’s recently launched Teletubbies adult fashion collection for 2021 Pride Month, which incorporates a theme of ‘Big Hugs, Big Love’ and celebrates the importance of self-expression in an uplifting way. The collection’s proceeds will also benefit GLAAD to support its culture-changing work to accelerate acceptance for the LGBTQ community. 

In a more visual sense, we’re seeing many floral and colourful patterns as consumers embrace fun, playful prints to counteract the difficult period we’ve been living in.

Art, Graphics and Museums 

Finally, there’s been a continuing trend for many years for fashion partnerships inspired by art brands, particularly when there’s an anniversary from artists and museums to be celebrated with supporting merchandise. 

This trend has ramped up recently, with many well-respected artists and museums being a key focus for licensed collaborations. Some recent examples include Zara launching a menswear collection inspired by the “El Prado” Museum in Spain as well as a range for the Sistine Chapel, and Pull & Bear collaborating with Tate Modern. Licensed collaborations offer consumers another – often more affordable – avenue to own a ‘piece of art’ from their favourite creators and build this into their daily lives. 

British fashion brand Gresham Blake launches limited edition TfL apparel collection

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TSBA Group has signed the contemporary British fashion brand, Gresham Blake, to create a limited edition range of apparel using Transport for London’s moquette fabric. The new range will span tracksuits, shirts, and dresses with three designs inspired by the moquette fabrics used on seating on the London Underground.

Awareness around Gresham’s designs will be generated through the release of a high energy video and music track, We’re Going Out, that will showcase the products. It will highlight the inspiration behind the collection that has been drawn form assets taken from TfL’s more than 150 year history.

The moquettes, together with the iconic roundel and Tube map are recognisable the world over; TfL’s rich archive offers licensing partners inspiration to blend the brand’s heritage with current trends, using colours and themes to inspire new takes on classic iconography and designs.

Social media is already seeing the likes of Fatboy Slim and Rag’n’Bone Man wearing the tracksuits following the video and track’s release, under the “Shakeable Germ” label featuring Atlantalili, with several other high-profile stars such as Romesh Ranganathan, Iain Stirling and Steve Coogan to follow.

Gresham Blake said: “The London Underground has an unparalleled history; so much ground-breaking design in its past from tunnel construction to the famous logo and ingenious map. I looked at the fabric on the seats and thought it would be great to make a range of clothing including shirts and tracksuits.”

Jo Edwards, head of global licensing, TSBA Group said: “London is one of the fashion capitals of the world, and TfL is intrinsically London; the brand is perfect for apparel and accessories collaborations. Gresham Blake, who is so well known in the fashion world for his statement designs, has created a fantastic range of product that showcases the moquette, just one of the many assets available under the TfL brand.”

Julie Dixon, head of customer information, design and partnerships at Transport for London (TfL) added: “We’re delighted to be working with Gresham Blake on this innovative use of our moquette designs. It’s great to see how they have used our iconic branding to create a new look that’s already being embraced by their customers.

“This is another great example of how brands wanting to reach a diverse range of audiences can work with us to use our designs in fun and creative ways. Activities like this help generate additional revenue for us to invest in the transport network for the benefit of all of our customers.”

To find out more about the collaboration, or how you can partner with one of the world’s most recognizable brands, contact TSBA at enquiries@tsbagroup.com

Smiley secures multi-territory accessories deal with fashion specialist Concept One

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A new raft of Smiley themed accessories will be heading to the UK next year, thanks to a recently signed partnership between the iconic lifestyle brand, Smiley and the children’s and adult fashion specialist, Concept One.

Arriving just ahead of Smiley’s 50th anniversary, the Concept One collection will span headwear, cold weather accessories, wallets, handbags, and more. The range will be made available across five territories, these being the US, Canada, Mexico, the UK, and Australia. The range is scheduled to launch from Spring 2022.

“This partnership is a great opportunity for us and we are very excited to start working with Concept One,” said Alex Ruiz, senior partnership manager USA at Smiley.

Founded in 1972 by Franklin Loufrani, Smiley is heading into its 50th anniversary celebration next year when it will mark five decades of recognition as a counter-culture icon. Over its half a century, Smiley has become a lifestyle brand synonymous with the pursuit of happiness, with a consumer products and licensing portfolio that spans textiles, puzzles, party goods, stationery, car accessories, and toys for licensed brand partners and retailers.

Concept One now joins a growing roster of licensing partners for the brand as it continues to spread its message on the global stage.

Indie trainer label Lavair teams with SEGA to launch Mega Drive themed footwear and accessories

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The independent trainer label, Lavair has detailed the launch of a limited edition Mega Drive-themed sneaker series developed in partnership with the gaming company, SEGA.

The new offering – spanning a four-piece collection – will be available to purchase from July 28th exclusively online at the Lavair website.

The range will feature two styles; the retro-hued Exo SEGA Mega Drive Analog, and the more understated Exo SEGA Mega Drive Mono and each will arrive with matching caps. The trainers will retail at £200 while the caps will sell at £50 each.

The Mega Drive console (named Genesis in the USA), originally debuted in Japan in 1988, and took the world by storm in the subsequent years.

The Exo SEGA Mega Drive flaunts technical aesthetics with a full thermoplastic polyurethane eye-stay and weather resistant toe guard and draped in a hi-tensile nylon upper. Exo sits on top of a streetwear-inspired outsole, combined with outdoor trekker detailing for optimal comfort underneath the brands’ signature, lighter-than-air sole.

“The designs Lavair has come up with for their Mega Drive themed collection really capture the timeless appeal of this iconic brand,” said Jason Rice, brand licensing director at SEGA Europe. “We can’t wait to hear what SEGA fans and trainer aficionados alike, think of the collaboration.”

Phat Kandi joins curated Japan-inspired line up as HMV marks 100 years with pop culture store launches

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The British alternative fashion brand, Phat Kandi, has been selected as one of the chosen few independent labels to supply HMV as it marks its 100th year in retail with the launch of ten new pop culture stores across the UK.

The initiative will see HMV launch a raft of specially curated stores offering the latest in kawaii or Japanese pop culture inspired products, all of which will be supplied by independent and up and coming brands. Product collections will range from fashion and accessories to imported Japanese foods and more.

The running theme throughout the curated collection housed within these ten new locations will be the essence of pop culture today.

Established in 2019 by its creative director, Mel Williams, Phat Kandi has been developed a brand aimed at ‘bitter sweet misfits,’ an audience she describes as ‘the dreamers, the rule breakers, and the overlooked,’ as a place where they can ‘feel at home.’ With a love of  all things Japanese, and inspired by the fashion tribes of Harajuku, Mel created a brand combining her distinctive hand writing, illustrations and her fashion design experience.

“I’m super happy to be part of HMVs exciting new pop culture concept stores. We’re a perfect fit for their customers who want something alternative to the norm. Concept stores like this are well over due for the UK high street, consumers are screaming out for freshness, new offerings and up and coming brands which is what HMV are delivering,” said Mel.

“I’m looking forward to growing with the HMV tribe, as well as adding new categories to our fashion range.”

Phat Kandi have also landed two US stockists: Hot Topic, Dolls Kill, EMP ( Europe) as well as a licensee partnership across sportswear during what Williams has described as a “very exciting time for Phat Kandi.”

“Even through a pandemic we’ve managed to survive and grow, and we’re only just warming up. My vision for Phat Kandi is to become a global brand, the go to place for alternative products, then open our own concept stores in London, Japan and LA,” she continued. “I totally believe the vision will become a reality one day.”

The first HMV store under the new initiative is now open in Solihull offering Phat Kandi limited edition fashion pieces such as tees and bucket hats. Nine more concept stores will be opening across the UK each month from September.

Phat Kandi joins curated Japan-inspired line up as HMV marks 100 years with pop culture store launches

Posted on by

The British alternative fashion brand, Phat Kandi, has been selected as one of the chosen few independent labels to supply HMV as it marks its 100th year in retail with the launch of ten new pop culture stores across the UK.

The initiative will see HMV launch a raft of specially curated stores offering the latest in kawaii or Japanese pop culture inspired products, all of which will be supplied by independent and up and coming brands. Product collections will range from fashion and accessories to imported Japanese foods and more.

The running theme throughout the curated collection housed within these ten new locations will be the essence of pop culture today.

Established in 2019 by its creative director, Mel Williams, Phat Kandi has been developed a brand aimed at ‘bitter sweet misfits,’ an audience she describes as ‘the dreamers, the rule breakers, and the overlooked,’ as a place where they can ‘feel at home.’ With a love of  all things Japanese, and inspired by the fashion tribes of Harajuku, Mel created a brand combining her distinctive hand writing, illustrations and her fashion design experience.

“I’m super happy to be part of HMVs exciting new pop culture concept stores. We’re a perfect fit for their customers who want something alternative to the norm. Concept stores like this are well over due for the UK high street, consumers are screaming out for freshness, new offerings and up and coming brands which is what HMV are delivering,” said Mel.

“I’m looking forward to growing with the HMV tribe, as well as adding new categories to our fashion range.”

Phat Kandi have also landed two US stockists: Hot Topic, Dolls Kill, EMP ( Europe) as well as a licensee partnership across sportswear during what Williams has described as a “very exciting time for Phat Kandi.”

“Even through a pandemic we’ve managed to survive and grow, and we’re only just warming up. My vision for Phat Kandi is to become a global brand, the go to place for alternative products, then open our own concept stores in London, Japan and LA,” she continued. “I totally believe the vision will become a reality one day.”

The first HMV store under the new initiative is now open in Solihull offering Phat Kandi limited edition fashion pieces such as tees and bucket hats. Nine more concept stores will be opening across the UK each month from September.

Hype teams with fashion doll brand LOL Surprise for new range of apparel and accessories

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The popular apparel and accessory brand, Hype has partnered with MGA Entertainment to launch a new collection inspired by the world of LOL Surprise as each dolls lands its own mini collection of backpacks, lunch boxes, pencil cases, water bottles, t-shirts, hoodies, and joggers.

Each item in the new licensed range will showcase each character’s personality, as the range of accessories include evolving shapes showcasing the new Just Hype, as well as backpack shapes, enlarged 2D faces, detachable embossed keychains, and fabrics including glitter, holographic and sequins.

Nine designs feature in the collection, all of which channel the dolls’ core personalities through graffiti designs, leopard and cheetah animal prints, tie-dye, honeycomb, gradient skies, and pastel fades.

The 80-piece collection ranges from three to 13 years and includes t-shirts, cycle shorts and bralettes which are perfect for summer. Glitter logos, sleeve panelling, cross body panelling and woven co-branded labels complete the capsule collection looks.

Queen Bee’s collection features a brown and beige colour palette with the Glitterati club’s signature gold glitter. The lunch box and backpack feature elements of her iconic striped dress teamed with a HYPE. bee-inspired print.

Meanwhile, Diva’s look is celebrated with a cheetah inspired print in a gradient pastel pink and mint colour palette. Her backpack and lunch bag both feature her instantly-recognisable pink bow in a 3D shape.

The collaboration collection launched exclusively via HYPE.’s TikTok Shop on July 7th this year and online at www.justhype.com and retailers around the world on July 8th.

“We love bringing LOL to life through fashion and accessories to our loyal fans. Our LOL dolls each have their own individual style and working with Hype has helped create that element of surprise,” said founder and CEO of MGA Entertainment, Isaac Larian.

Liam Green, co-founder and creative director at Hype, added: “The inspiration behind the collection stems from the exciting surprise element capturing the moment when you open your L.O.L. dolls. Incorporating this into shapes, fabrics, technical detailing and over-all prints – HYPE.’s known-for eclectic touch on collaborations.”

British fashion brand Oasis celebrates nature with limited edition RHS summer collection

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The Royal Horticultural Society has teamed up with the British fashion brand, Oasis to launch an exclusive, limited-edition 27-piece collection of women’s apparel, designed to celebrate nature and horticulture.

The Oasis design team has worked closely with the RHS and its RHS Lindley Collection to select and adapt a portfolio of striking drawings. The fashion team then re-sketched the chosen images by hand to incorporate the prints into a new collection. The 27-piece collection features 11 prints in total.

Styles in the collection include maxi dresses featuring classic magnolias or bold multi-coloured blooms finished with embroidered trims and ruffle details. Meanwhile, unique bird prints feature on tailored separates and corseted midi dresses, listed as ‘perfect for special occasions.’

Then, what Oasis calls ‘floaty, boho-inspired pieces’ make up the chic summer dressing collection in both mini and maxi lengths, “exuding luxury with crinkle georgette fabrics, lace yoke inserts and dramatic, tie-up sleeves.”

The core target market for Oasis is women in their early-mid 30s who seek quality, intricate details and print designs with a story. However, the secondary market for Oasis apparel is a significant one, and the association with the UK’s best-loved gardening charity is expected to further enhance the appeal of this new range to a wide age group.

The collection is available online at Oasis-stores.com from the 14th of July.

Michelle Evatt, head Of design at Oasis, said: “We are extremely pleased to launch our first limited-edition collaboration with the RHS. As a brand that celebrates nature and weaves storytelling into print design, the opportunity to explore the RHS botanical print archives was priceless.

“Our design team carefully selected a handful of striking designs and re-sketched by hand, to incorporate these breathtaking prints into a collection that’s contemporary yet full of romance and timeless appeal, while capturing the essence of the RHS.”

Cathy Snow, licensing manager, RHS, added: “From sketch to store, Oasis worked closely with the RHS to capture the essence of the work in our vast library. The results are some truly enchanting prints and captivating styles that together form a beautiful collection that celebrates the joys of nature in a delightful and original way.”

British snack food brand Walkers steps into licensing as IMG renews PepsiCo partnership

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The British snack food brand, Walkers is stepping into the world of licensing through a renewal agreement between IMG and PepsiCo that will also see the global licensing agency extend its representations of the Pepsi, 7UP, Cheetos, Doritos, Lay’s, and Mountain Dew brands.

Since being appointed its licensing agency in 2015, IMG has worked to grow PepsiCo’s consumer products offering significantly, with branded apparel, footwear, swimwear, accessories, beauty, giftware, and stationery now available internationally and through some of the world’s leading fashion and department stores.

Sam Barker, senior licensing director at IMG, said: “We are delighted to extend and expand our relationship with PepsiCo following a successful six-year run of signings. Each of these globally loved beverage and snack brands has its own colourful and distinctive personality, which translates perfectly into vibrant, fun products using PepsiCo’s fantastic style guides.

“We look forward to extending their reach into other brand-relevant categories and exploring exciting new opportunities with the recent addition of Walkers.”

Harvey Nichols to create ‘ultimate destination for mini-me brands’ with first children’s wear launch

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Harvey Nichols is readying to open its ‘ultimate destination for children’s designer clothing,’ as it launches its first kids’ range from its Leeds Victoria Quarter store next week.

The department store’s kids’ section will be located on the first floorand will stock 25 kidswear brands and over 700 different styles, creating, it has stated, a ‘custom designed space’ that ‘will bring together the best edit of mini-me brands.’

The collection will cater for newborns, babies, kids and teens and will cover both casual and occasion wear.

Harvey Nichols has been bullish in its desire to establish “the ultimate destination for children’s designer clothing in the city,” with a children’s range that will include brands such as Givenchy, Balmain, Chloe, Stella McCartney, and Zimmerman, alongside streetwear and casual brands such as Moschino and Zenzo.

The Leeds store will also stock Canada Goose and Moncler exclusively for the autumn/winter season.

“We are so excited to bring Harvey Nichols children’s wear to Leeds, showcasing enviable collections for children of all ages,” said Harvey Nichols Leeds general manager, Sally Lackey.

“The new, custom-designed space, will bring together the very best edit of mini me brands, creating the ultimate destination for children’s designer clothing in the city.

“Alongside our curated fashion and accessories collections, innovative beauty offering and stylish dining, Harvey Nichols Leeds will now be the go-to place for the whole family.”

Laura Larbalestier, group fashion buying director, added: “We are really excited to be launching children’s wear at Harvey Nichols. This is a natural evolution for us and we’re confident that the range will really resonate with our customers.”