IMG tapped for Brigitte Bardot fashion partnerships
Family Trademark has renewed the exclusive representation agreement with IMG to continue developing fashion collaborations for the Brigitte Bardot brand
The French screen legend of And God Created Woman, The Contempt and other movies remains a style icon whose classic beauty and distinctive style continues to inspire new generations of top models and leading fashion designers. Throughout the 1960s and 70s, the Bardot ‘look,’ including smoky cat-eye makeup, kitten heels and gingham capri pants, the off-the-shoulder top and bouffant hairstyle all established an unmistakably personal style that continues to influence fashion today.
Since 2015, IMG has been working with fashion labels to develop capsule collections and items that celebrate the Bardot legacy and the many fashion styles she made famous. In January, IMG worked with designer Anine Bing following a personal letter by the latter to Bardot herself, describing the French icon as her “first inspiration” and “muse.” The resulting collection of three monochrome pieces depicting Terry O’Neill’s iconic images of Brigitte Bardot was worn by celebrities including Kate Bosworth and Poppy Delevingne and quickly sold out in Anine Bing stores around the world.
In addition to her film and fashion credentials, the rebellious star known as ‘B.B.’ is renowned for her lifelong advocacy for animals and the environment. This is reflected in various B.B. collaborations, including a new two-piece t-shirt collection featuring Terry O’Neil’s famous images with Massimo Dutti’s environmentally-friendly ‘Join Life’ label, launched in Massimo Dutti stores around the world and online this month. This year has also seen the launch of a vegan, cruelty-free luxury haircare range with Brigitte Bardot’s signature citrus floral scent, available now from retailers including Urban Outfitters, Pretty Little Thing and Fenwick.
Additional recent collaborations have included collections with Mango, Joyrich, and Snidel, as well as a new range with Swedish high-end fashion brand Limitato which will arrive to stores later this year.
“Our work on the Brigitte Bardot brand with IMG bears witness to a mutual trust. Our aim is to pay homage to the fashion legacy of Brigitte Bardot with products that invoke the timeless glamour of her style and era with quality products that can be enjoyed by many and not only the ‘happy few,’” commented Tanguy Toulemonde, CEO of Family Trademark.
Bruno Maglione, President of Licensing, IMG, added: “Brigitte Bardot is a beauty and fashion icon without rival in terms of the continued relevance and aspirational appeal of her style. Bardot’s signature looks are so established that her name has become interchangeable with them. Our aim is to bring authentic images and storytelling to the many brands and designers who continue to be inspired by B.B. and her legacy.”