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Brief Published: 21 Apr 2015

Hello Kitty x Yohji Yamamoto Collaboration

Hello Kitty x Yohji Yamamoto

Japanese conglomerate Sanrio, which owns the Hello Kitty franchise, has announced a collaboration with Japanese fashion designer Yohji Yamamoto called Kitty’s.

More than a one-off venture, Kitty’s stores are planned for Tokyo’s Shinjuku district, with another set to open in Osaka. Fashion and accessories will be on offer, with prices ranging from $72 to $330.

While little else has been revealed about the product offering, it will likely combine the saccharine cartoon sweetness of Hello Kitty and My Melody with the conceptual style synonymous with the Yohji Yamamoto brand.

The launch of Kitty’s is part of a wider trend for kawaii (hype-cute) fashion and beauty products that we’ve been tracking – see Sticker Fun for Millennials, The Emoji Economy and Barbie’s Fashion Moment to see how other luxury brands are tapping cult toy brands. Haute Humour also explores the use of humour by luxury brands in more detail, while Marketing to the New Luxury Consumer provides further insight into appealing to this lucrative market segment.