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FASHION FORWARD


Through its ‘Halo Projects,’ Disney continues to collaborate with leading fashion brands such as Chopard, Cappellini, Harrods, Versace, Birkenstock, Mac, Tommy Hilfiger, Lulu Guinness, Terry de Havilland, Adidas and Christian Louboutin.





Halo Effect D


The


isney’s Halo Projects are the ‘cherry on the top’ of our


licensing and collaborative activities. Through Halo we


partner with aspirational brands that are the best in their field; their values matching those of Disney’s. And in doing so we can create something that is truly amazing and benefits both parties,” explains Carla Bowden, who heads up the Halo – fashion and home team. A glance around her office in Disney’s UK head office tells the Halo story beautifully. In one corner is a ‘signature’ stool


from Italian furniture company Cappellini, only this one is bright yellow with a back rest shaped as the iconic ears of Mickey Mouse.


“It’s immediately recognisable as coming from Cappellini, just as


those ears could only belong to one mouse!” says Carla. One of the most recent Halo campaigns was the Inspired By Minnie Mouse campaign, in which 11 top London fashion designers including Meadham Kirchoff and Lulu Guinness, each created a


Minnie ‘Must-Have.’ These one-off items were showcased at London


Fashion Week before being auctioned


for charity. Another of the grand Halo


projects in 2012 saw Disney team up with Harrods to celebrate Christmas. This magical collaboration attracted some of the world’s finest fashion designers, including Versace, Tommy Hilfiger and Oscar de la renta. Each designer took a unique interpretation of one of the ten beloved


Inset: Carla Bowden against one of her ‘walls of fame’, which are festooned with example of Disney’s collaborations with major brands and design names. Left and below: Revisiting an historic partnership, Ingersoll recently introduced a Mickey watch collection, which paid homage to a 1930s timepiece that was produced by the company.


Disney Princesses and created a stunning dress , which were displayed in Harrods’ iconic windows. “We started our Halo Projects four or five years ago, but the last few years they have really gained ground, especially in the fashion arena,” explains Carla. “All these collaborations have been successful as they elevate both Disney and our partnering brands, delivering something different for their fans and ours,”


she said. Carla explains that it really is


a team effort to do Halo deals. "For example, the Chopard collaboration started with our German team, the Tommy Hilfiger deal was born from conversations with our Benelux team, the Adidas activity is managed by the regional footwear team and the Miss Piggy tie-ups with OPI and Mac hailed from our beauty team. Here in Halo we help to set the direction and contribute to making things come to life,


Left: A glass slipper for a modern Cinderella! One of many Disney licensed products from Adidas, a collaboration instigated by Disney’s footwear team.


A SPECIAL MAX PUBLISHING 133 disney PUBLICATION 2013


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