Back to brand: Keeping the Amy Winehouse legacy alive

MDR Brand Management partners with Amy Winehouse’s family to share Amy’s style cues and aesthetics across multiple categories

Written by Georgie Dobie

Posted 13.07.2020 | Consumer Product

Back to brand: Keeping the Amy Winehouse legacy alive thumbnail

MDR Brand Management is partnering with Amy Winehouse’s family to celebrate and protect her legacy as one of the world’s greatest musical talents and fashion icons. The partnership has also been established to support the incredible work of the Amy Winehouse Foundation, set up in Amy’s memory in 2011.

MDR Brand Management will be working with partners that share Amy’s style cues and aesthetics across multiple categories, including hair, beauty, fashion, tech and publishing.   

Daniel Avener, CEO of MDR Brand Management, said: "Amy touched so many people with her music, her sense of style and her authenticity. Despite having only two studio albums to her name, Amy stands beside music's greatest legends. It is a real honour for us to be partnering with Amy's family and inner circle to build on her legacy and showcase her incredible talent and fun-loving personality to her existing fans and new audiences, whilst giving back to the Amy Winehouse Foundation."  

Mitch and Janis Winehouse said: “The Winehouse family feel that it is important that Amy’s status as a music and style icon is preserved so that when an item bears her name or image, it is truly representative of Amy’s signature style and personality. By working with MDR, we believe that her legacy will be both celebrated and suitably protected.” 

The Amy Winehouse Foundation works to inspire children and young people to build their self-esteem and resilience, so that they can flourish. By putting people with real lived experience at the heart of their work as well as working collaboratively with other charities and organisations, the Foundation delivers ground-breaking programmes. These include drug, alcohol and mental health education in schools, support for young people struggling with addictions and recovery housing for young women. Their music programmes provide therapy, inspiration and creative outlets for disadvantaged young people and for children with life-limiting conditions. The Foundation’s work also reflects the kind of charities and organisations that Amy supported throughout her life.   

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