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MDR Brand Management unveils new Amy Winehouse partnerships

MDR Brand Management has been continuing its work with the Amy Winehouse Estate, to celebrate and protect the legacy of the late musical talent and style icon.

New deals will aim to bring Amy’s aesthetics and personal values to life through new footage, a curated exhibition and a series of consumer products.

In partnership with the Design Museum in London, Amy’s fans will have access to a major retrospective and immersive exhibition on Amy, depicting key moments in her career.

Amy: Beyond the Stage outlines Amy’s influence on the world, from her early life to her introduction to music, her identity as a fashion and culture figure and celebrates her everlasting music talent. The exhibition launches in November 2021 and will run through April 2022.

MDR’s first collaboration went live in September, with make up artistry brand Illamasqua launching a co-branded limited-edition Beauty Box.

The box includes six cosmetic products inspired by Amy’s iconic look and make up bag favourites and a collectable magazine featuring an interview with her stylist and friend, Naomi Parry. A full make up collection will be launching in 2022.

British Audio brand, Roberts has been appointed to launch a series of products inspired by Amy’s personal affiliation with the brand. Amy owned three Roberts radios, with her baby-pink Roberts radio featuring in the photoshoot of the Frank album in 2003. Roberts intends to launch special limited Amy Winehouse editions of some of its iconic products from February 2022 onwards.

In addition, Danish brand Lucie Kaas – known for its collectable range of Kokeshi Dolls celebrating legends from the art industry – will continue to sell the Amy wooden doll online and in high-end retailers including Selfridges.

Finally, in spring 2022, an Amy Winehouse luxury scented and expressive candle by Lauren Dickinson Clarke will launch, followed by an illustrated bone china mug.

MDR is also progressing on a number of additional product partnerships, to be announced in the coming months.

A portion of each partnership’s proceeds will go towards the Amy Winehouse Foundation.

“It is a real privilege for MDR to be working so closely with Amy’s stylist and direct family, and to be welcoming like-minded, authentic and invested partners to our brand building vision, whilst giving back to the Foundation,” commented Daniel Avener, ceo of MDR Brand Management. “We are excited to be able to showcase some of our initiatives and allow fans to delve back into Amy’s world and remember her incredible talents forever.”

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