For its spring/summer 2023 runway show, the Danish fashion brand Soulland teams up for the first time with Sanrio, the Japanese lifestyle company home of Hello Kitty.
Malin Jähde Holm, Head, soft lines, Plus Licens said, "Soulland in this fashion collaboration. Both brands are playful and reach a sensitive fashion consumer with a fashion-forward and sustainable collection.”
The Soulland meets Hello Kitty collection includes dresses, blazers, pants, shirts, T-shirts, and more for both men and women. All the garments are made of organic, recycled, and sustainable materials. The designs feature Hello Kitty’s signature icons: her bow, apples, and heart, all in red.
“Hello Kitty is a friend to everyone,” said Silas Adler, co-founder and creative director, Soulland.
“She is your friend regardless of age, gender, nationality or social status. 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 keep being relevant.”
The spring/summer 2023 collection is Soulland’s first take on making a gender-free collection. It contains a variety of fits: tight, straight, loose, and oversized – catering to different body types and preferences.
Silvia Figini, Chief Operating Officer, Sanrio – EMEA, India and Oceania Mr Men – Worldwide said, “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.”