All for one and one for all at French fashion house Mugler, as the company revealed plans to unify its fashion range and fragrance lines under one name and logo. The unification of the fashion and fragrance businesses is set to begin with the impending launch of Mugler’s newest women’s fragrance, Angel Muse, in the middle of March, which will see all fragrance items bear the same Mugler banner as the fashion arm.
“We want to protect the [label] as an institutional brand, as a brand for the future,” said Sandrine Groslier, president of Clarins Fragrance Group and Mugler Mode, to WWD. “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.”
The new logo was designed by Thuerry Mugler himelf, founder of Mugler, who sketched it by hand. The logo is meant to convey the brand’s DNA, and designed to have slight asymmetric touches. “You can find the dissonance that Mr. Mugler likes to work [with],” added Groslier. The decision to unite Mugler fashion business and fragrance categories echoes similar business restructuring schemes announced by Paul Smith and Burberry , who aim to consolidate their fashion collections under two lines.
However, Mugler aims to use the unification of the brand to help broaden its appeal as well. “We need to open the vision we have of the Mugler brand,” she said. “We want to open to new people, to new countries. We clearly want to make the brand bigger.” The fragrance logo for Mugler has gone through numerous changes throughout the years. In the past it used to bear the designers signature, but in 2004 the logo become more mainstreamed and in 2008 was digitally generated with a star placed between the names Thierry and Mugler.
Angel Muse, set to be part of Mugler’s Angel franchise, will be the first fragrance product to bear the new logo on its packaging. “We have reinvented the family,” added Groslier. “But we’re keeping the spirit of Angel. This a very important step for us — this project will be the first to project this new vision. It is to project the brand and to project Angel into the coming decade.”
Photos: Mugler, Facebook