Fashion houses collaborate with popular characters to stir up youth nostalgia
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Good day Kitty by Waac pop-up retail outlet in Sinsa-dong, Seoul (Kolon Industries FnC) |
As Y2K-period manner tendencies — characterized by vivid, key-colored outfits popular in the late 1990s and the early 2000s — have crept their way into the closets of today’s youthful people, an growing range of fashion residences are hurrying to element vintage people on distinctive items.
Nearby golfing don brand Waac has released a collaboration task with Japan’s icon of cuteness, Howdy Kitty, as component of its summertime assortment. With the the latest move, the business will open the Hello Kitty by Waac pop-up store in Sinsa-dong, Gangnam-gu, southern Seoul, on Friday.
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Waac’s collaboration goods featuring Hi Kitty are on display screen at Hello Kitty by Waac pop-up retailer in Sinsa-dong, Seoul (Jie Ye-eun/The Korea Herald) |
The keep capabilities collaboration things together with striped knit vests, checkered seersucker pants, hats and caps and socks, all offered for acquire. The selection is portion of the company’s effort to appeal to younger buyers in their twenties and thirties — acknowledged regionally as Generation MZ — by evoking childhood nostalgia, brand name officials mentioned.
“On the back of the growing level of popularity of 1970s-1990s retro variations, we desired to start a collaboration venture with a character that can draw retro-heavy nostalgia,” Kim Yoon-kyoung, chief government officer of SuperTrain, explained during the push conference held at Waac’s pop-up keep on Thursday.
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British vogue label JW Anderson’s 2022 tumble-wintertime selection functions bags inspired by Korean anime series “Run Hani.” (JW Anderson’s Instagram) |
In a similar shift, Hazzys, an clothing and extras manufacturer under top fashion group LF, collaborated with Mimi, a character recognized as Korea’s Barbie, past thirty day period. The fashion retailer released a minimal edition doll and some 1,000 goods had been offered out in just four times. Mimi is a domestic doll brand launched in 1983 by Mimi World.
British style label JW Anderson also unveiled new luggage influenced by the 1980s Korean anime sequence “Run Hani” by means of Instagram in February, hinting that the equipment will be part of the brand’s merchandise for the fall-wintertime year this yr. The social media posts showed a bag with a photograph of the face of Hani, together with the vogue house’s brand.
By Jie Ye-eun ([email protected])
