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 and , 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