The licensing and management consulting agency Maurizio Distefano The evolution of Licensing has been appointed to manage licensing for new fashion and accessories brand Chic & Love for Italy, Canton Ticino, Poland, the Czech Republic, Slovakia, Hungary and the countries of former Yugoslavia.

The Chic & Love brand focuses on the concept of affordable luxury, combining street style with an avant-garde look. The products that are likely to be inspired by the brand will certainly be functional and practical, but they will also be also glamorous and off-the-wall, thanks to a partnership with Swarovski, the world’s most famous luxury brand, through which Chic & Love will incorporate Swarovski® crystals into many of its collections.

Other advantages the brand offers include its suitability for different categories and the ways in which it can reflect both the lifestyle and interests of its main target audience of teen and young adult women through relevant, lifestyle-related content. The brand already has a strong media presence though Instagram, Facebook, Twitter and its own site.

Maurizio Distefano’s agency is planning to develop a tailor-made licensing programme, built on the key attributes of the brand. Chic & Love is suitable for the development of products in a number of different categories. These are expected to include apparel, back to school, greeting cards, smartphone covers, mugs, watches, jewellery, lingerie, umbrellas, tech accessories, decorations and bed linen among others. The link with Swarovski will be a strong feature of almost all licensed output.

Michela Marchese Patti, CEO and Owner of the agency, is very excited about the collaboration with the brand. She says: “I am convinced that Chic & Love has a very strong appeal for today’s women, one that could be translated into products suitable for different target audiences including adults, teens and girls. The collaboration between our agency and Chic & Love will create very cool projects, with a high-end luxury style – but one that is affordable for everyone.”