Maurizio Distefano Licensing hails success of Angry Birds Movie 2 Haute Couture Runway and Cake Party at Hotel Nhow during Milano Licensing Day

Maurizio Distefano Licensing (MDL), which manages licensing for a number of global and regional brands in Italian-speaking markets, has hailed the success of its Angry Birds at the recent Milano Licensing Day event.

MDL organized the special event alongside Rovio Entertainment – for which MDL manages licensing for the Angry Birds brand in Italy and Switzerland. As part of the programme of this special event, Rovio delivered a presentation about the eagerly awaited Angry Birds Movie 2, which is due to launch in September 2019.

The event also included an haute couture runway, created by Filippo Laterza, an up-and-coming fashion designer. This young designer has made a name for himself by putting art to the fore as a source of inspiration for his creations. He has emerged from traditional haute couture schemes and is giving voice to new forms of contemporary art.

The result at the MDL/Rovio event was a capsule of five dresses – three for women, two for girls – in precious printed silk organza with degraded effects, on which the characters of Angry Birds become a psychedelic overprint, combined with delicate feathers and precious embroideries. It was an amazing interpretation of the much-loved stars in an haute couture key.

About the Angry Birds project, Filippo said: “I eagerly welcomed this important challenge. For me, interpreting mobile game and movie characters with an elegant and haute couture cut is a contribution to the increasingly youthful vision of high fashion. I see it as a new form of art – the evolution of pop art, perhaps – not least because of the power of the Angry Birds brand to communicate itself. It’s so strong and so creative that it fills me with inspiration!”

But that’s not all. The Angry Birds Movie 2 special presentation rounded off with a cake party! Magdalena Biernat-Heikkinen from Rovio Entertainment said: “Together with our long-term agent Maurizio Distefano Licensing, we are thrilled to come back to Milan Licensing Day to promote Angry Birds Movie 2 and showcase an Angry Birds haute couture collection by Filippo Laterza. It’s wonderful to see our characters get included in the runway show using Angry Birds style guides in a fashion context – especially at this year's Licensing Day. Italy is a fantastic licensing market, driven by apparel and fashion, and we are honoured to be part of it!”