French luxury swimwear label appoints IMG for product and brand collaborations

Vilebrequin, the French luxury brand specializing in swimwear, has appointed IMG to extend its brand globally through product and brand licensing partnerships, in a multi-year global deal.

Vilebrequin, which celebrated its 50th anniversary in 2021, will work with IMG to creatively extend the brand into wider lifestyle categories consistent with the brand’s cultivation of a sun-kissed “joie de vivre” spirit. Categories targeted include sunglasses, headwear, footwear, jewellery, resort and beach furniture and sun-care and will feature the brand’s distinctive fabric patterns and St. Tropez-rooted European flair. 

Roland Herlory, Vilebrequin CEO, commented: “We are pleased to partner with IMG to help us identify the best product and brand collaborations for Vilebrequin. We plan to extend our “art of living at the beach” philosophy to new categories, which will expand the reach and grow our brand. In doing so, we will bring luxury holiday wear to the next level, while always staying true to our St. Tropez heritage, without making any compromises on quality, comfort and style.”

Bruno Maglione, president of licensing at IMG, added: “Vilebrequin has mastered the art of creating swimsuits that are not only instantly identifiable, but also evoke a free-spirited mindset inspired by the sun, sand and sea that nourishes the imagination. Its French Riviera heritage and bright colours are married to a lifestyle of freedom and relaxation that is equal parts glamorous and aspirational. This uniquely rich brand heritage will enable us to bring to life new products consistent with the brand’s DNA.” 

Founded in 1971, Vilebrequin was created in Saint Tropez by Fred Prysquel, a photographer and sports automobile journalist and Yvette, a fashion designer. Currently, Vilebrequin’s swim collections are developed from 50% recycled or recyclable materials and are expected to expand to approximately 80% by 2023. Additionally, Vilebrequin’s packaging is sourced from sustainably managed forests, contain 40% recycled materials and are fully biodegradable.