Universal Music Group's global merchandising company Bravado, is joining forces with Music Entertainment Sports Holdings (MESH), a global consumer goods company to co-create contemporary lifestyle brands inspired by music and fashion.
The venture will develop, market and distribute diversified collections based on Bravado's artists, which include The Rolling Stones, Lady Gaga, Michael Jackson, Justin Bieber, Paul McCartney, Eminem and Kanye West.
The line is expected to be available in stores before the end of the year.
The announcement was made by Lucian Grainge, Chairman and Chief Executive Officer of Universal Music Group, Tom Bennett, CEO of Bravado, and MESH partners Tommy Hilfiger, Joe Lamastra, Andy Hilfiger and Bernt Ullmann.
"Bravado's clients are among the most iconic musical artists in pop culture," Mr. Grainge said in a statement. "Bringing them together with MESH's creative ability and global distribution resources will be transformative for Bravado in terms of its scale, the unique opportunities it provides our artists, and the diversification it brings to our portfolio of global brands. This is a new approach that takes the current notion of artist merchandise and propels it into those places which have, up until now, been reserved for major designers and major brands."
"I am incredibly excited to be a part of this historic fusion of fashion, music, and retail," Tommy Hilfiger said in a statement. "Between the unrivaled roster of artists under the Universal / Bravado umbrella and the unparalleled ability to produce quality product that LF USA brings to our partnership with MESH, finally, the marriage between music and fashion is official."
Mr. Hilfiger is part owner of Star Branding which is a partner in MESH, a division of LF USA.
Synergy between the fashion and music industries has existed for decades--whether a clothing line, an endorsement deal or a magazine cover, the highest-fashion frocks always seem to find their way around or on the most popular artists. Recently, UMG artists Lady Gaga (who works closely with Thierry Mugler creative director Nicola Formichetti) and Kanye West (who created a line of George Condo-inspired silk scarves with M/M Paris) have helped bring couture style to the mainstream. And this deal, with more upscale branding and large global distribution network, makes perfect sense for the legions of music fans who hope to own a piece of their favorite artist.