“It’s a perfect synergy of art and contemporary style”: IMG’s Marianna Fundator on bringing Shoe Palace and the Van Gogh Museum together

Marianna, it’s great to connect. It’s our first time chatting for Brands Untapped, so before we dive into the exciting Shoe Palace x Van Gogh Museum collaboration, can I ask how you found your way into licensing?
I’ve always been captivated by the fashion industry, and after earning my degree in International Trade and Marketing from FIT, I embarked on my career with Giorgio Armani USA in the licensing department. I had the opportunity to learn the ins and outs of licensing partnerships, agreements, product development and marketing, all from the ground up.

Licensing, with its multifaceted nature, immediately drew me in. It offers an incredible diversity of opportunities – allowing brands to extend beyond their core products and evolve creating a lifestyle offering to its consumers. Licensing is a powerful tool for building brand awareness, fostering innovation and inspiration, and driving growth in new, creative ways. What excites me most about licensing is how it has the potential to shape the future of a brand, turning it into an iconic name that resonates with consumers on a global scale.

IMG is a licensing powerhouse. What are some considerations you give to the brands you choose to represent?
When selecting brands to represent, IMG takes a highly strategic approach, focusing on market leaders and brands with strong, recognisable identities and clear visions for their future. We look for brands that have a well-defined core, which can be extended across diverse product categories without compromising their essence. We also consider a brand’s potential to connect with global audiences and its ability to evolve in today’s fast-paced market.

Cultural relevance and emotional connection are key. We assess how a brand resonates with its current audience while appealing to new demographics. Additionally, we prioritise brands that offer opportunities for innovation and creative collaboration, allowing us to extend their presence in meaningful ways through licensing.

With that in mind, what makes the Van Gogh Museum an exciting IP to work with?
The Van Gogh Museum is an exciting IP to work with for many reasons. Vincent van Gogh is a globally recognised icon, and his timeless art provides emotional connection, colour and style – and also resonates across generations and cultures.

As the custodian of his legacy, the museum offers an authentic connection to art history, providing natural opportunities for high-quality, culturally rich products. Van Gogh’s appeal spans to the broader consumer market, making it an ideal IP for diverse, innovative partnerships.

You’ve struck some really interesting partnerships for the brand – and all seem be very design led and creative in nature. Why do you think the brand is an exciting one for licensees to design for?
It offers a unique blend of artistic heritage, emotional depth and universal appeal, all of which create endless possibilities for design-led, creative partnerships. Van Gogh’s timeless art transcends traditional boundaries, connecting with consumers on a profound level, making it perfect for creative collaborations.

“Shoe Palace is a great fit for the Van Gogh Museum because it seamlessly blends art and fashion, appealing to a younger, style-conscious audience.”

What makes Van Gogh Museum unique is the opportunity to capture the essence of his vibrant, emotional style. Licensees can transform everyday items across all product categories by infusing them with Van Gogh’s iconic works, like Sunflowers or Almond Blossom. These paintings offer instantly recognisable visual impact, while also allowing for deeper creative exploration.

The Van Gogh Museum brand elevates products beyond the commercial, creating meaningful items that resonate with consumers. Ultimately, the Van Gogh Museum brand gives licensees the chance to engage with a globally recognised cultural icon and to bring its art to life in new and exciting ways… All while staying true to the integrity and legacy of one of the world’s most celebrated artists. It’s a rare opportunity to combine the worlds of art and commerce in such a meaningful and impactful way, creating a story beyond a collaboration, which is why I think so many licensees are excited to partner with the Van Gogh Museum.

Great answer – and one that brings us nicely to the Shoe Palace collection! What made them a neat fit for Van Gogh Museum?
We are very excited and proud of this partnership! Shoe Palace is a great fit for the Van Gogh Museum because it seamlessly blends art and fashion, appealing to a younger, style-conscious audience. It’s a perfect synergy of art and contemporary style. Known for its creative, youth-oriented approach to design, Shoe Palace can offer consumers a unique, artistic twist on their fashion choices, by incorporating Van Gogh’s timeless artwork into trendy, wearable pieces that resonate with a broader demographic.

What I’ve seen of the range looks terrific. Do you feel this a good example of how creative licensees can be with a heritage brand?
Absolutely! The Shoe Palace x Van Gogh Museum collaboration exemplifies how creative licensees can bring fresh, modern energy to a heritage brand – translating Van Gogh’s iconic art into stylish, wearable pieces that resonate with a younger audience… All while maintaining the authenticity and cultural significance of the Van Gogh Museum brand.

Have you got a favourite item from the collection?
It’s the hardest question to answer – I absolutely adore the entire collection! Every piece is thoughtfully designed, from the stunning denim to the athleticwear, jackets, hoodies, and tees. Each item radiates style and comfort, and the tote bag adds the perfect finishing touch!

What do you feel is key to ensuring successful, creative collaborations between licensees and licensors?
It hinges on clear communication and a shared vision. Both parties must align on brand values and objectives to ensure authenticity and integrity in the partnership. Establishing a collaborative environment where ideas can flow freely encourages innovation and creativity. Additionally, understanding each other’s strengths and expertise helps leverage unique insights, fostering a relationship built on trust.

Lastly, maintaining a collaborative spirit throughout the process ensures that the partnership evolves and adapts, leading to products that resonate with consumers and strengthen the brand’s presence in the market. Ultimately, a strong partnership creates meaningful, impactful outcomes.

Final question Marianna, what helps you have ideas for brand partnerships?
I’m inspired by the power of storytelling… How a brand can resonate on an emotional level and create unique experiences for consumers. I look for opportunities where the collaboration feels authentic, where both brands can organically grow together while staying true to their core identities.

I’m passionate about the potential for creative extensions into endemic and ancillary categories. Whether it’s fashion, home décor or digital products, the challenge is finding innovative ways to build on the brand’s essence and values – and translate it into fresh, relevant products that feel natural to the brand’s narrative. Ultimately, it’s about creating meaningful connections between the brand and its audience, while allowing space for creativity to flourish.

Great answer. Thanks again!