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INTERNATIONAL APPEAL
Beyond borders Art and historic artefacts – and the stories they tell – are part of the universal human experience. It’s little wonder, then, that the influence of museum and heritage brands extends well beyond their walls, engaging audiences the world over. Tessa Clayton finds out more.
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The V&A’s success in home interiors has enowned for its award-winning recently expanded into new territories licensing programme of over 20 years including the Netherlands, Poland, the US and standing, London’s V&A museum has Canada, while its fashion partnerships extend over 95 global licensees, with distribution to the Far East. A recent collaboration with networks to 72 countries; key territories for the FILA saw the launch of an apparel range in museum include the UK, Europe, the US and mainland China, Hong Kong, Macau and East Asia. Singapore inspired by stunning tile designs by “The richness of the V&A archive is a key draw Victorian designer William De Morgan. for our overseas licensees,” explains head of Art isn’t the only source of inspiration when it licensing and business development Lauren comes to global apparel Sizeland. “William Morris is Above: The V&A is currently collaborations. In September 2023, particularly popular, but we offer an touring Beyond William Morris over an 18-month Korea’s Handsome, a part of Hyundai almost infinite source of design period across China. Department Store Group, debuted inspiration for a multitude of product Below: National Gallery Global and Copyrights Asia streetwear label London Underground categories and markets, reaching teamed with The Prince broad audiences and all age groups.” Hotel in Tokyo to curate two Studio in partnership with TfL, to rooms inspired by works by “offer a fresh reinterpretation of the Product can resonate differently Vincent van Gogh and Claude Monet. heritage mood of London from an across territories, Lauren points out. unexpected perspective”. “However, there Launched at a pop-up in are also some Seoul's Seongsu-dong similarities across neighbourhood, the fashion global markets. line features garments Home interiors and inspired by London Transport fashion are the top uniforms and a signature performing green colourway reminiscent categories for the of the Tube’s vintage ticket V&A’s licensing booths, tiles and walls. programme, and Outside the retail space, this is mirrored heritage brands have globally.”
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LICENSING MUSEUM & HERITAGE BOOK 2024