Licensing is in the spotlight once again with Jil Sander partnering with the Damiani Group to create a line of jewellery and watches.
Best known for her minimalist silhouettes and beautiful fabrics, Jil Sander has already dabbled in jewellery with her Spring Capsule collection, which was well received.
In a WWD Fashion article, Raf Simons, Jil Sander’s Creative Director, enthused, “I feel no limitations in this new direction for the brand as long as we can create items in the very specific Jil Sander style: sophisticated, luxurious and ultramodern.”
We hate to rain on Raf’s parade, but this gravitation towards jewellery and watches is questionable – coming at a time where watch brands such as Bulgari have suffered a slump in sales. Also, this licensing deal goes against what we learnt from the Reuters’ Luxury Summit: that brands will succeed if they stick to their core products and not divert too far from their traditional DNA.
On the other hand, we did say licensing was a cost-effective way to grow a brand (see the MO Down for 16/6) so there may be a happy ending after all.