Danish fashion brand, Soulland has teamed up with Sanrio and the Hello Kitty brand for its spring/summer 2023 runway show.
The collection includes dresses, blazers, pants, shirts and t-shirts among other items.
All of the garments are made of organic, recycled and sustainable materials, with designs showcasing the character’s signature icons – her bow, apples and heart, all in red.
The collection was showcased in the picturesque outdoor location of Frederiksberg Gardens, with various Hello Kitty-themed pieces also shown on the runway by the entrance to the gardens.
In addition to this, the collection was shown at the Revolver Fashion trade show on 10-12 August in Copenhagen.
“Hello Kitty is a friend to everyone. She is your friend regardless of age, gender, nationality or social status,” commented Silas Adler, co-founder and creative director at Soulland. “She offers a sense of comfort and happiness, when there’s so much instability in our world.
“Working with a fictional character like Hello Kitty gives me the opportunity to explore and play with Soulland in new ways. What really hooks me is characters and concepts that transcend time and keeps being relevant.”
The collaboration was negotiated by Plus Licens, with the agency’s head of softlines, Malin Jähde Holm, commenting: “Plus Licens’ creative and business team are extremely pleased to join Sanrio with Soulland in this fashion collaboration.
“Both brands are playful and reach a sensitive fashion consumer with a fashion-forward and sustainable collection.”
Silvia Figini, coo at Sanrio EMEA, India and Oceania, Mr Men worldwide, added: “We are very excited to team up with such an innovative brand as Soulland. Hello Kitty is a true pop icon, loved by generations of kids and adults and inspiration for artists and designers. The collection captures Hello Kitty’s essence, relying on her most iconic elements, her bow and the apple. We are sure our fans around the world will love it.”
The spring/summer 2023 collection marks Soulland’s first take on making a gender-free range where styles are not designed with a specific gender in mind – it is up to each person to decide if a certain style is suitable for them or not. The collection contains a variety of fits – tight, straight, loose, oversize – catering to different body types and preferences.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
