Rolling Stones apparel? The Who sportswear?
This story first appeared in the January 10, 2011 issue of WWD. Subscribe Today.
Tommy Hilfiger, whose brand has been closely associated with the music industry, is strengthening his ties with the entertainment industry. WWD has learned that MESH [Music, Entertainment and Sports Holdings], a company forged by Tommy Hilfiger, Andy Hilfiger, Bernt Ullman, Joe Lamastra and Li & Fung last year, is negotiating with Universal Music Group, which owns Bravado, to do worldwide deals for a host of musical stars.
The arrangement would involve developing full apparel lines for Bravado’s entertainment clients that run the gamut from the Rolling Stones and The Who to Lady Gaga, Guns N’ Roses, Metallica and Justin Bieber.
According to sources, the first apparel collections for the musicians could start rolling out in fall 2011.
None of the executives associated with the deal were available for comment Friday.
In July, Li & Fung, along with the Hilfiger partners, formed MESH with Star Branding to create lifestyle concepts inspired by the worlds of music, entertainment and sports. MESH is expected to combine LF USA’s strength in building global brands supported by its global sourcing network and distribution resources and Star Branding’s expertise in fashion and licensing opportunities inspired by music, entertainment and sports celebrities.
The first deal signed by MESH was the new Jennifer Lopez and Marc Anthony lifestyle fashion venture with Kohl’s Department Store, which was unveiled in November. The Kohl’s deal marks Lopez’s comeback to the fashion business since shutting her Sweetface contemporary sportswear brand in 2009. The deal combines Lopez and Anthony with Kohl’s, which operates 1,089 stores in 49 states. Also in the mix is Li & Fung, which will handle the production.
Both Andy Hilfiger and Lamastra were partners with Lopez in Sweetface Fashions, the company that developed her previous apparel lines.