Fashion houses collaborate with popular characters to stir up youth nostalgia

Hello Kitty by Waac pop-up store in Sinsa-dong, Seoul (Kolon Industries FnC)

Hi there Kitty by Waac pop-up keep in Sinsa-dong, Seoul (Kolon Industries FnC)

As Y2K-period vogue developments — characterised by vivid, most important-coloured outfits well-liked in the late 1990s and the early 2000s — have crept their way into the closets of today’s younger folks, an growing number of vogue houses are speeding to aspect vintage people on distinctive objects.

Local golf wear brand name Waac has introduced a collaboration challenge with Japan’s icon of cuteness, Howdy Kitty, as aspect of its summer months collection. With the the latest go, the business will open the Good day Kitty by Waac pop-up retail store in Sinsa-dong, Gangnam-gu, southern Seoul, on Friday.

Waac’s collaboration items featuring Hello Kitty are on display at Hello Kitty by Waac pop-up store in Sinsa-dong, Seoul (Jie Ye-eun/The Korea Herald)

Waac’s collaboration products showcasing Howdy Kitty are on exhibit at Hello there Kitty by Waac pop-up retailer in Sinsa-dong, Seoul (Jie Ye-eun/The Korea Herald)

The keep functions collaboration things which includes striped knit vests, checkered seersucker trousers, hats and caps and socks, all out there for order. The selection is section of the company’s hard work to attract youthful customers in their twenties and thirties — acknowledged domestically as Era MZ — by evoking childhood nostalgia, manufacturer officers claimed.

“On the back again of the rising popularity of 1970s-1990s retro types, we needed to launch a collaboration venture with a character that can draw retro-significant nostalgia,” Kim Yoon-kyoung, chief govt officer of SuperTrain, stated for the duration of the push meeting held at Waac’s pop-up shop on Thursday.


British fashion label JW Anderson’s 2022 fall-winter collection features bags inspired by Korean anime series “Run Hani.” (JW Anderson’s Instagram)

British vogue label JW Anderson’s 2022 tumble-wintertime selection attributes baggage impressed by Korean anime sequence “Run Hani.” (JW Anderson’s Instagram)

In a very similar move, Hazzys, an clothing and components brand name less than leading fashion group LF, collaborated with Mimi, a character recognised as Korea’s Barbie, previous month. The fashion retailer introduced a minimal edition doll and some 1,000 objects ended up offered out in just four days. Mimi is a domestic doll brand launched in 1983 by Mimi World.

British fashion label JW Anderson also unveiled new luggage encouraged by the 1980s Korean anime collection “Run Hani” through Instagram in February, hinting that the add-ons will be portion of the brand’s merchandise for the slide-winter season period this 12 months. The social media posts showed a bag with a image of the experience of Hani, along with the vogue house’s logo.

By Jie Ye-eun ([email protected])