By Gary Symons
TLL Editor-in-Chief
Fans will best know the Miraculous character Ladybug as a superhero, but for her alter ego Marinette, a career in fashion has been her lifelong dream.
Now, thanks to a partnership with the fashion school ESMOD Paris, Marinette will finally get her wish.
Brand owner Miraculous Corp, a joint venture between Mediawan and ZAG, has announced a new global fashion and design initiative that will make fashion a long-term strategic focus of the Miraculous brand.
The initiative draws on the back story of Marinette Dupain-Cheng, the lead character of the animated series “Miraculous: Tales of Ladybug & Cat Noir,” whose interest in fashion and ambition to become a designer have been a central part of the show. Building on that theme, the company said it plans to connect the Miraculous universe with emerging designers and creative talent worldwide.
Roz Nowicki, global head of consumer products at Miraculous Corp, said the initiative builds on themes already present in the character.
“Marinette has always represented the idea that creativity can be a superpower,” Nowicki said. “Her journey as both an aspiring fashion designer and Ladybug reflects the imagination, confidence, and self-expression at the heart of this vision.
“With our new fashion and design strategy, we are taking that idea beyond the screen and creating new opportunities for emerging designers who can bring their own voices and perspectives to the Miraculous universe. ESMOD is a particularly meaningful place to begin: Paris, fashion and the development of new creative talent are part of both of our identities.”
According to Miraculous Corp, the expanded fashion focus will extend across education, designer and brand collaborations, retail experiences, exhibitions, consumer products, gaming, and location-based experiences. The company said the goal is to build connections with fashion and design communities, encourage fan participation, and create new creative and commercial opportunities.
In this first partnership under the new strategy, Miraculous Corp, with support from TF1 Licensing, will work with ESMOD Paris on a fashion education collaboration beginning this fall. ESMOD has offered fashion education in Paris since 1841.
Elena Budu, fashion design year 2 coordinator at ESMOD Paris, said the partnership gives students a chance to work with an established creative property.
“This is a great opportunity for our students to work with Miraculous, with its strong identity and distinctive visual language,” Budu said. “There is so much for them to draw inspiration from, while having the freedom to reinterpret its codes and explore new fashion directions.”
The project will involve second-year fashion design students at ESMOD Paris, who are currently developing their approach to collection design through creative research, pattern making, textile exploration, and garment construction, along with 2D and 3D digital design tools. As part of the partnership, students will take part in a curriculum-integrated design challenge exploring fashion, storytelling, and Parisian identity through the Miraculous universe. The collaboration will be incorporated into ESMOD’s academic structure, primarily through its stylist degree program.
Miraculous Corp said the fashion initiative will expand over time to include additional partnerships with fashion and design institutions, designer and brand collaborations, consumer participation, exhibitions, and product development.