The MAGIC of Licensed Fashion

Many may be unaware, but this is fashion season. In the last few weeks, fashion designers have shown their latest collections worldwide, in cities like Paris, London and New York, often a forecast as to what will be en vogue for the next season. Fashion manufacturers and buyers head to Las Vegas each February for MAGIC, the largest go-to-market event. Held at the Las Vegas Convention Center, there are lots of global fashion brands at MAGIC, PROJECT (men’s and women’s contemporary fashion) and SOURCING (the manufacturing part of fashion) who showcase the latest apparel and accessories. It’s ready-to-wear fashion, the clothes you’ll most likely see at independent brick-and-mortar and e-commerce sites. 

MAGIC is an experience no fashionista should miss. There are talks and sessions held at the live event that can help educate someone about the various sectors in fashion and what drives the industry forward. 

In licensing, many apparel and accessories licensors and licensees aim to create products that are appealing in retail in the moment, but with an eye to what’s coming up for the next few seasons. License Global was on hand to forecast what could trend later this year and how there already is a licensing connection.  

Denim on Deck: The classic fabric was featured at many booths and on attendees. Dressed up or down, denim remains a closet staple across generations. At MAGIC, there was a lot of light-washed denim as well as deconstructed denim. Unlike the ripped denim consumers may own due to wear and tear, the rips seen on the show floor are strategic. Licensing and denim are always in fashion, like the recent Lee Jeans collaboration with the estate of Jean-Michel Basquiat.  

Muted Colors on Mute: Maybe Las Vegas brings out the flash in everyone, but the quiet luxury trend that was prevalent in 2023 (neutral tones, minimal accessories) wasn’t evident on the show floor. There was a lot of clothing (men’s and women’s) and accessories across MAGIC that featured shimmer, sparkle, beads, sequins and rhinestones. Color was very present in both gender lines. Bold and minimal prints abound at MAGIC in every color imaginable. Sure, florals for spring aren’t a groundbreaking concept, but remain a classic print medium. A way to incorporate bold color is with a bold tee from the Rolling Stones’ RS 9 Carnaby line or a pair of Rihanna’s PUMA creepers. 

Y2-24K: Gen Z has discovered the late ’90s/early 2000s style. Brands of that era, like Von Dutch, Ed Hardy, Ecko and Christian Audigier, were present at PROJECT, all of which could be readied for licensing. Styles like maxi dresses and chandelier jeans – major in the early aughts – were also prominent on the show floor. License Global has covered retro fashion in licensing, which will continue for years to come.  

Western Wear: There was a lot of fringe, cowboy boots and cowboy hats in the booth and on attendees. There was also plenty of Western leather and denim, flannel shirts and country music artists on T-shirts, which can help cultivate the look. Kendra Scott recently collaborated with Wrangler Jeans, and the Western look will only gain steam now that Beyoncé has released two country singles.  

Beauty is Serious Business: A handful of health and beauty brands, ranging from perfume to organic lip balm, were on the show floor, all prime for licensed collaborations. In the summer, Lush launched a Barbie Dreamhouse pop-up to promote its line of branded bath items tied into the film.