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First brands confirmed to take part in BLE 2022’s fashion theme

Brand Licensing Europe has today (28 July) unveiled the timetable for its first ever live fashion catwalk, with nine inspiring 15-minute shows over the event’s three days.

To date, attending companies include Primark, Stradivarius, Fashion UK, George @ Asda, Sainsburys Tu, Next, John Lewis, ASOS, GEMO and thousands of other leading retailers and manufacturers.

Several of the shows will feature exclusive first looks including Perfetti Van Melle’s Mentos which will be presenting a new collaboration with renowned artist Philip Colbert, Mentos x The Lobstars.

The full timetable for the catwalks confirmed so far includes:

Tuesday 20 September
10am – CATWALK: Brands & Lifestyle Collabs
12.30pm – CATWALK: Branded Catwalk
2pm – CATWALK: Kids, featuring NBC Universal, Sony Interactive and IMC  Toys (Cry Babies)
4pm – CATWALK: Mattel

Wednesday 21 September
10am – CATWALK: F&B, featuring Perfetti Van Melle (Mentos x The Lobstars) and Pink Key Licensing
12.30pm – CATWALK: SEGA
2pm – CATWALK: Entertainment Collabs, featuring NBC Universal, Smurfs & Wildbrain CPLG (Teletubbies x Ellesse x GoGuy)

Thursday 22 September
10am – CATWALK: Culture and Unity
12.30pm – CATWALK: Sustainability

“The team here at SEGA are looking forward tremendously to the catwalk event at this year’s BLE,” commented Jason Rice, director of licensing at SEGA. “As a Platinum sponsor we will be showcasing the best of our fashion and lifestyle products, underlining the amazing design and innovation to have come from collaborating with some of the industry’s leading designers, retailers and licensees worldwide.

“With a focus on Sonic the Hedgehog we are looking to wow the audience with a great show and to use the event as a platform to shout about the world of ‘Sonic Fashion’.

“We have had great success in this category across mass, mid-tier and high-end and luxury retail. Sonic’s undisputed status as a leading global entertainment brand as well as a long-standing gaming icon gives a real edge to the collections we have helped create and we’re excited to show this to the world. We’ll be showcasing a cross section of some of the best fashion programmes developed over recent times.”

Phillipe Glorieux, head of marketing and communications, IMPS The Smurfs, added: “We have Smurfy news for you! You have certainly not yet seen a fashion show with very beautiful Smurfing collections, including the most emblematic brands on the market – and that’s because it’s a world premiere exclusively on the BLE 2022 catwalk. So… see you on 20 September to admire these beautiful collections. You’re going to love it, we’re sure of it.”

Anna Knight, svp of licensing at Informa Markets, added that attendees should “expect the unexpected” as brands take to the runway.

“Attendees really can expect the unexpected as brands take to the runway to showcase exciting new collabs and fashion ranges, either through immersive catwalk takeovers from world renowned brands – like Mattel and SEGA – or as part of an overall themes, which include brands and lifestyle collabs, kids, F&B, entertainment collabs, culture and unity and sustainability,” Anna commented.

Brand Licensing Europe runs from 20-22 September at London’s ExCeL. Visitor registration is open and can be completed via this link.

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.

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