Cover Story: V&A

Inspiring home interiors, fashion and so much more...

The past twelve months has seen 25 new licensees join the raft of premium brands in the V&A portfolio. From the launch of Sofas & Stuff to Royal Mint and expanding ranges with Blinds 2go, all have considered design and innovation at the core of a V&A collaboration.

The V&A is known and loved for its art, design and performance but there is one area that perennially stands out: Arts and Crafts. The V&A holds the world’s most comprehensive collection of William Morris wallpaper, textile and tile designs, widely regarded as being at the heart of the Arts and Crafts Movement in Britain. To this day, Morris designs continue to inspire product showcased to great effect in the ongoing trend for Arts and Crafts pattern in the home.

March 2020 saw the launch of the V&A’s debut collection with Blinds 2go, the market leader within the UK for online blinds. Inspired by the most comprehensive collection of Morris’s works in virtually every medium held at the V&A, Blinds 2go created a beautiful collection of made to measure blinds and curtains for 2021. The range of Roman blinds, roller blinds and curtains feature ten beautiful patterns in over 40 exclusive new colourways. Blinds 2go worked with the research team at the V&A to delve into the archives and select a collection of patterns that could look equally at home in a classic or a contemporary interior. The new collection maintains the essence and beauty of those original patterns, combining them with modern palettes that make them easy and relevant to use in a modern setting. The result has been so successful that Blind 2go continues to explore the V&A archives.

Moving across the pond, Entryways is a US based brand that create hand-painted 100% natural coir doormats. Using inspiration from the V&A archives and exhibitions, the latest range features Seaweed, designed by Morris & Co.’s Chief Designer John Henry Dearle. Its intricate pattern of lush blooms and foliage is a celebration of nature and inspiration for Arts and Crafts artists. Galison is a long standing partner with the V&A, also based in the US but specialising in beautiful embroidered pouches and journals featuring delicate floral patterns and embellished with hand-embroidered details all based on William Morris designs from the V&A archive.

The V&A is delighted to be working with LEDIN, a womenswear retailer in China. The first collection in the collaboration is a range of fashion and accessories featuring V&A prints inspired by some of the museum’s most popular archive designs. The range includes wallpaper patterns by William Morris, ballet

Blinds 2go

That Company Called IF

designs by Léon Bakst and 1930s dress fabric by British textile merchant Tootal Broadhurst Lee. The collection has over 24 pieces including dresses, separates, scarves and hair accessories and is available online as well as in 37 offline pop-up stores in major cities throughout China. Brand ambassador and popular influencer, Ester Yu promoted the range. Ester has 15m followers on Weibo and she has enabled the V&A to attract a younger audience.

The V&A’s ongoing collaboration with People Tree continues to go from strength to strength, with standout collections every season. The AW21 V&A range takes inspiration from the museum’s archive to create ornate patterns reimagined in contemporary colour palettes, all thoughtfully printed on to sustainable fabrics and then crafted into classic People Tree styles. Another new launch is with That Company Called IF. IF have been designing and manufacturing original and clever ranges for the best gift, book and stationery retailers around the world. The V&A and IF teams have carefully selected bright, colourful and on-trend patterns from the Museum’s archive of textile and wallpaper designs, skilfully applying them to their best-selling lifestyle and stationery ranges. The collection includes a pen pouch, glasses case, an eco-leather phone pocket and beautifully created V&A notebooks. Finally, the V&A continue their exciting and innovative collaboration with Museums and Galleries. The greetings card and gift stationery collection is a continually evolving showcase of the Museum’s diverse and expanding archives, and offers the ultimate decorative art range. Just like the brands that the V&A work with today, Morris believed passionately in the importance of creating beautiful, well-made objects that could be used in everyday life, and that were produced in a way that allowed their makers to remain connected both with their product and with other people.

The museum’s award-winning licensing programme aims to grow its product offering and global reach with new ranges from licensees, to enable existing and new audiences to connect with the V&A collections. The performance across the entire portfolio has been exceptional with designs selling extremely well and far exceeding original expectations.

Lauren Sizeland, Head of Licensing at the V&A, said: “The original purpose of the V&A was to promote excellence in design and manufacturing and a great deal of consideration and skill has been applied to every product range and how it is presented. We are thrilled to be collaborating with so many amazing brands who have a real grasp of what works for home interiors and fashion, as well as stimulating British and international industry.”

For more information contact:

licensing@vam.ac.uk www.vam.ac.uk

Ledin, China

MARKETING AT THE POINT 1888

The Point.1888 has announced of a brand new marketing agency, Story.1888. A pioneer of retail-led brand licensing whereby new products are created based on the gaps at retail, The Point.1888 has helped its clients’ products to gain a higher chance of retailer buy-in and a better sales performance for years. With the launch of Story.1888, it hopes to maximise the impact of clients’ brand licensing efforts even further. Story.1888 will be run by marketing and advertising specialists as well as licensing and retail veterans to ensure that clients’ social, PR and marketing efforts benefit from The Point.1888’s renowned creativity and extensive specialist knowledge. Its offering will include creative services such as product branding and style guides; product marketing; strategy; content creation and campaign management. Leading the new agency is Martin McLaughlin who joined The Point.1888 in June 2019, having previously delivered communications, advertising and brand partnership planning for superbrands such as T-Mobile, Cadbury, Amazon, Warner Music and Ford among others. Since joining The Point.1888, he has grown its book of clients as well as its Marketing & Creative division. His creativity and ability to deliver a compelling brand narrative for The Point.1888 has meant Story.1888 already has three clients on its books, including world-famous animated series The Raccoons and Comic Relief. Martin and his team will be working to create a global hub for fans around the world to come together and celebrate the classic animation property, whilst doing strategic and creative work for Comic Relief. Martin McLaughlin said, “It’s not the norm for a brand licensing specialist to launch a marketing agency but it’s the most obvious next step. The licensing industry is great at creating amazing products, but not always so effective at telling the brand story and connecting the product purpose to the consumer. Connect those dots with a retail hat on and you can create really powerful moments that drive consumer love and revenue.” Commenting on the launch of the agency, The Point.1888’s Managing Director, Will Stewart, said, “Our business has experienced rapid growth thanks to talent, grit and strategic thinking. Pre-pandemic we saw there was a need for specialist marketing support for our brand licensing clients and we have taken our time to find the right team and approach to make it work. I’m thrilled to be able to reveal this exciting development for our business and cannot wait to see it grow.”

STEVE MCQUEEN CAPSULE COLLECTION

Inherent, an innovative digital menswear line, and the ‘King of Cool’ Steve McQueen have partnered for a new capsule collection. The brand helps men find a personal style that empowers them to tackle daily life with confidence. Inherent does this by tailoring luxury apparel built to inspire authentic self-expression and an open conversation about men’s mental health. Inherent has decided to take its movement a step further by partnering with Steve McQueen, represented by Greenlight, for a new driver’s capsule collection. Coined as the ‘King of Cool’ for his effortlessly iconic style, McQueen is most notably remembered for his acting, race car driving and philanthropy.

“When I think of Steve McQueen, I think of the ‘King of Cool. Always stylish, with a bit of an edge to him,” Inherent Founder Taylor Draper said. “Steve is known for being a movie star, a race car driver, and much more. It is an incredible feeling to be able to design an officially licensed driver’s capsule with his name and legacy attached. I am overjoyed to bring this collection to the world and driving enthusiasts everywhere.” The first of its kind, the Steve McQueen by Inherent collaboration brings the household name’s care-free and collected essence back to life by honoring his quintessential fashion sense and unapologetic authenticity through updated designs on classic apparel and lifestyle accessories. Shoppers can embrace McQueen’s bold confidence while tailoring each piece to fit their own unique lifestyles, as all capsule collection products will be handmade to order. “The timing for this collection with Inherent could not be more perfect. We are always looking for new ways to connect modern day consumers with legendary icons, and this collaboration will bring Steve McQueen into the new realm of tailored clothing,” Liz Van Denburg, Director of Merchandise Licensing at Greenlight, said. “We’re always looking for best-in-class partners, and Inherent’s vision, quality and authenticity makes them the perfect partner to capture the timeless, iconic style of Steve McQueen.” Steve McQueen by Inherent will have a sneak peak of the capsule collection on Oct. 2 at the Boys Republic-hosted Steve McQueen Car and Motorcycle Show.

KATHY IRELAND DEBUTS LINE OF ECO-FRIENDLY PET PRODUCTS

kathy ireland Worldwide (kiWW) has forged a brand partnership with The Green Pet Shop, a top-of-the-line eco-friendly pet product manufacturer based in Deerfield, IL. This announcement was made by CEO Larry Wright and Vice President Brian Frazier Wright of The Green Pet Shop. “We are thrilled and humbled to welcome Kathy Ireland and her team to our Green Pet Shop family. kathy ireland Worldwide is the most powerful woman-owned licensing company in the world and we could not be happier with this partnership as we are gearing up for the expansion of our Cool Care Technologies line. Our mission of sustainability, philanthropy, passion for pets, and a family atmosphere fits perfectly with the philosophy at kathy ireland Worldwide. We look forward to collaborating with Kathy and her incredible team to bring our eco-friendly products to many more pets and their parents nationally and internationally for years to come!” “We are delighted to welcome Larry and Brian and the entire The Green Pet Shop family to kiWW,” says Kathy Ireland, Chair, CEO and Chief Designer of kiWW who will enter the Licensing Hall of Fame this year as the youngest inductee in history. “We are privileged and blessed to care for our pets. We are their guardians and they are our loved ones. Since our company’s inception, kiWW’s mission is to bring our customers the best quality, safest and affordable products for all our family members, including our beloved four-legged ones. This collaboration brings our customers the best in eco-friendly pet products, which helps us to continue fulfilling one of our company’s Millennium Development Goals of ensuring environmental sustainability,” adds Ms. Ireland. “We congratulate The Green Pet Shop on their success and desire to work with Kathy and our team as we go forward to serve loved ones and their guardian families,” say Jon Carrasco and Stephen Roseberry, Worldwide Creative Director and President/CMO of kathy ireland Worldwide. Brian Nguyen, kiWW’s Director of Marketing negotiated the relationship. This new strategic partnership specifically encompasses The Green Pet Shop’s patented Cool Pet Pad — a pressure-activated, cooling pet bed and the option to license The Green Pet Shop’s full line of eco-friendly products including: eco-waste bags, warming mats, bamboo training pads, bamboo bowls, and more. This also opens the door to grow and expand the Cool Care Technologies line — a sister company owned by The Green Pet Shop that incorporates the same patented cooling gel technology for human use. The CCT product line includes: the Cool Flash Pillow and the Cool Flash Body Pad. All products will be marketed as kathy ireland: Loved Ones.

GORDON’S GIN CAKES

Finsbury Food Group’s partnership with global drinks giant Diageo continues to grow from strength to strength, as the leading UK cake manufacturer announces a new collaboration with best-selling gin brand Gordon’s. Tapping into the ongoing success of the gin market, Finsbury has partnered with Gordon’s to launch one of the brand’s signature distilled gins in cake form. The result is the new Gordon’s Premium Pink Cake, available in ASDA supermarkets across the UK. The Gordon’s Premium Pink cake is layered with pink and white sponge with raspberry jam. It is finished with a contemporary pearlescent ombre effect, topped with Gordon’s Premium Pink flavoured frosting, edible sugar pearls and dried raspberries. Gordon’s Pink Gin sold more than one mil-

lion cases in its first two years, clearly demonstrating the consumer demand for distilled gins. Distilled gins now account for approximately 40 percent of the total gin market by both volume and value, with lockdown sales soaring by 37 percent in the 12 months to 27 March 2021. Finsbury has worked in close partnership with brand owner Diageo since 2018, when it introduced the first range of adult-only cakes with Baileys. The Baileys range has listings in all major supermarkets, having since expanded to feature products such as the Chocolate Treat Blondie Bars, Salted Caramel Cupcakes, Chocolate Yule Log and two celebration cake variants: Strawberries & Cream and Chocolate Marble.