Fashion UK’s Nazia Govaria on the upcoming launches of some major properties, creating emotive connections for fans and the trends which will define 2027.
LicensingSource.net catches up with a selection of licensees across key categories to find out their summer success stories, what they see as the highlights and challenges as we enter the ‘golden quarter’ of 2026 and their main goals for 2027.
Today: Nazia Govaria, head of adults, Fashion UK.
“It’s been a strong summer for the business. Mario, Kikkoman, Williams F1, Coca-Cola, Twilight and Toy Story have all performed well, with fan engagement particularly high across our women’s nightwear ranges. We also delivered some powerful brand moments through our tour timed tees with Iron Maiden and Zain, and our commemoration of Ozzy, proof that licensing can create meaningful, emotive connections with fans, not just retail volume.
The pipeline ahead is one of the strongest we’ve had. We’re launching major properties including WWE, McDonald’s, Call of Duty and Pac-Man, alongside beloved characters Popeye, Miffy and Mofusand. We’re also proud to bring a UK exclusive from Sarah J. Maas, launching A Court of Thorns and Roses – a personal highlight for me.
Three trends will define 2027 for us. First, growing demand for ‘everyday value’, delivered through AI-supported efficiencies across fashion supply chains. Second, a sharper focus on regional opportunity, with localised campaigns driving fan engagement and sell-through in market. Third, continued consolidation in adult licensing, as specialist agencies sharpen their focus on sport, music, publishing and collectables.
Our response is to keep investing in what we do best: developing original artwork, lending our creative expertise to brand partners and collaborating closely across our roster.
Licensed womenswear and menswear will continue to evolve with seasonal trend and newness, and we remain fully committed to energising licensors and retailers alike – building on our story and cementing our position as the leading cross-category global licensee.”
This feature originally appeared in the autumn 2026 edition of Licensing Source Book. To read the full publication, click on this link.
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