Hello Kitty is striking back. A period of reflection and thoughts was probably needed for the worldwide social icon with relevance to women of all ages, ethnicities and economic backgrounds, after the overexposure followed to the “cute”, “kidult” and “japanisme” waves that influenced the aesthetics in the last years.
So here she comes again with a brand new enthusiasm to get the best out of the collaboration generation: from the collection with cult British brand Lazy Oaf in July to the launch with Italian streetwear brand GCDS during Milano Fashion Week of September, adding up Ryan LO collection at London Fashion Week and another with the Spanish designer Maria Escote.
Also the global e-tailer ASOS takes part in the revamp with a collection available this month, and a spring summer 2018 collaboration with the Italian fashion brand Pinko has just been disclosed.
Global instagrammers give the thumbs up to this fashion return while bloggers and fashion influencers are already on board. Chiara Ferragni was one of the first to wear a piece from the GCDS x Hello Kitty collection, and influencers like Joan Smalls and Ireland Baldwin where integrated in the ASOS buzz campaign.
“You can never have too many friends!” is one of Hello Kitty’s most used statement. How selected these friends must be is not mentioned, but it seems that this restart fashion program includes some thoughts about it.