Sanrio is keeping Hello Kitty’s momentum into the fashion scene, targeting millennials with another launch at Primark featuring the Hello Kitty Gang theme.
Hello Kitty Gang is the international collective of Instagram influencers from the worlds of fashion, sport, food and other creative industries – brought together by Sanrio in the spirit of Hello Kitty’s motto ‘you can never have too many friends!’.
The latest months of 2017 saw a two-week Hello Kitty Gang pop-up at TOPSHOP Oxford Street – selling exclusive products to the public – in addition to a series of influencer events in UK, Italy, France, Germany and Australia.
Now, 2018 starts with a new direct-to-retail launch, offering Hello Kitty’s young adult fans the opportunity to buy Hello Kitty Gang pieces once again. And true to Hello Kitty Gang’s digital-first approach, the campaign imagery stars four of its influencer members: @kittycowell, @hairissimba, @luisachristie and @misskaboo.
The collection, ranging from £6 to £25, Primark style, includes a denim jacket, T-shirts and a pink sweater – all featuring the Hello Kitty Gang logo and Hello Kitty herself in new clothing and new poses.