Mugler is getting a makeover. The Paris-based house, which was launched in 1973 by designer Thierry Mugler and has garnered fans that include Lady Gaga, Rihanna, and Selena Gomez, has revealed plans to unify its various ready-to-wear and fragrance lines under a single brand name and a corresponding brand logo.
According to WWD, the brand, which is currently under the creative director of David Koma, is slated to begin its rebranding with the impending launch of Mugler’s newest women’s fragrance, Angel Muse, this month. Significantly, this fragrance and those to follow bear the same Mugler name and logo as the brand’s ready-to-wear collection.
According to Sandrine Groslier, president of Clarins Fragrance Group and Mugler Mode: “We want to protect the [label] as an institutional brand, as a brand for the future. It was really the moment after 25 years on the market — to become a clearly international brand that’s easy to read everywhere in the world and also to make people understand that the [label] has changed.”
If this move sounds familiar, that is because it comes on the heels of similar moves by both Burberry and Paul Smith. In November, Christopher Bailey, Chief Creative and chief executive officer of Burberry, announced that he will oversee the consolidation of all Burberry labels (think: Burberry Brit and Burberry London, the “lower end” alternatives to its main, Burberry Prorsum collection) under one core Burberry brand. The Prorsum collection, which is the one we see on the runway each season – will reign supreme, albeit without the Prorsum name. Far from just a cosmetic shift, Bailey said the change will be “huge” and “will make it simpler and more intuitive for our customer.”