The shop-in-shop bows in celebration of the 30th anniversary of the band’s debut album “Appetite for Destruction” and will run through Aug. 18.
Maxfield has been on a tear of late with its shop-in-shop model, tapping local brands for temporary stints at its gallery space on Melrose Avenue and a more recent one at its Malibu store. Participating lines have so far included Enfants Riches Déprimés, Mike Amiri, Local Authority, Fear of God, Off-White and Vetements.
This latest event for Guns N’ Roses pulled in many of those brands — such as Amiri, Kelly Cole, MadeWorn, Off-White, Palm Angeles and Enfants Riches Déprimés — to create limited edition capsules incorporating the Guns N’ Roses album and artwork.
For Bravado, part of Paris media conglomerate Vivendi’s music group Universal, the Maxfield pop-up is a continuation of a new retail experience it’s been dabbling with more recently that puts new spins on the traditional routes of selling basic concert T-shirts. Bravado was behind Kanye West’s 21-city pop-up event last year that featured “Life of Pablo” album merchandise and Justin Bieber’s more recent “Purpose the Stadium Tour” merchandise pop-ups in Copenhagen and Rotterdam.
The deal with Maxfield comes with Guns N’ Roses now in the midst of its Not In This Lifetime tour, which began late last month in St. Louis and is expected to cap Nov. 29 at The Forum in Los Angeles.
“We were a music merchandising memorabilia, T-shirt-driven business very much based upon going to the show, buying the black concert T-shirt and that was it,” said Bravado chief executive officer Mat Vlasic. “As we’ve proceeded on our journey, the end goal [is] being a brand management company and being able to help our artists create a brand that will also very much include a black T-shirt that they sell at their concerts…but also to help them build a retail business, e-commerce business, direct-to-fan business. Part of doing that is being able to extend their brands into different categories, different territories and therein lies the need and goal for us to build out a robust licensing business.”
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