Dossier Fashion - Trends and best practices by Bolognafiere S.p.A.

DOSSIER FASHION Trends and BEST PRACTICES

CURATED BY ROSSELLA ARENA

After 2020, Fashion industry moves towards a new future Covid19 has made 2020 a decidedly difficult year for all sectors but in particular for Fashion. 2021 has also started in a challenging way, so companies must develop new strategies for the future. The State of Fashion 2021 report offers interesting reflections on this.

The State of Fashion 2021, the fifth annual report by The Business of Fashion and McKinsey & Company, is dedicated to this and other edifying ideas for the future. Inside 10 themes that will guide the Fashion industry in 2021. The 1, Living with the Virus, reminds you to keep in mind that the future scenario is very uncertain because the movements of Covid19 change continuously. Businesses need to be flexible and make decisions quickly. Data and analytics will play an important role in helping companies track changes in demand across geographies, categories, channels, and value segments. The 2, Diminished Demand, underlines that due to the current situation and the growing unemployment, the demand for clothing has suffered a sharp decline. Many fashion companies are converting to medicalhealth, home, or goods production for their territory.

BY ANDREA DE AMICIS 2020 was a very complicated year for all sectors but above all for Fashion. Covid19 has brought global sales contractions, from 15 to 30%. Consumers have changed their habits and moved away from the industry, supply chains have been disrupted, the year ended with many parts of the world in the throes of a new wave of infections. In the first months of 2021, the same scenario is confirming and also strengthening, it is therefore necessary that companies focus on constructive actions and effective strategies, such as those contained in the report The State of Fashion 2021.

The 3, Digital Sprint sees in the online salvation, albeit partial, to the current problems. During the pandemic, web sales almost doubled, from 16 to 29%. Many brands have also seized new possibilities of the web such as live streaming, customer service video chat, and social shopping. Strong confirmations came from the last Milan Fashion Week for women, which took place from 23 February to 1 March. Most of the brands showed their fall/winter 2021-22 collections in digital format, through runway videos and short artistic films. The edition was a great success, bringing in over 45 million views, more than any other fashion week in the world. Point 4, Seeking Justice, notices consumers more attentive to the behavior of brands towards employees. With the crisis generated by the pandemic, there has been a greater awareness of the plight of the most vulnerable in the sector. Campaigns against exploitation have sprung up and consumers now expect companies to offer more dignity, safety and justice to fashion workers around the world. The 5, Travel Interrupted realizes a strong decrease in tourism shopping and directs companies to interact better with local consumers, reserving the right to make strategic investments in the markets that will see a stronger recovery.

One of the positive trends of the future is sustainability, towards which all companies are increasingly turning, even those of luxury, which are proving to be more resistant during the crisis. In the latest digital edition of the Green Carpet Fashion Awards, fascinating collections were presented such as Upcycled by Miu Miu, with eighty one-piece dresses, created from refined unsigned clothes, dating back to the period between the 30s and 70s, found in vintage shops and markets from all over the world. Gucci has chosen recycled, ecological and sustainable materials for its Off The Grid collection, while Pinko has drawn on the garments of its old collections, to break them down and recreate new ones.

The 6, Less is more was born from the practical demonstration that more products and collections do not necessarily give better financial results. Companies should move towards simplicity, finding ways to increase sell-through and decrease inventory levels, adopting a demand-centric approach to assortment, while increasing flexible seasonal responsiveness, both for new products and refueling. The 7, Opportunistic Investment, encourages mergers and acquisitions between companies that are coping well with the crisis and those that risk bankruptcy or would remain alive only with government subsidies. The 8, Deeper Partnerships, is a consequence of the greater difficulties in procurement, which lead to abandoning provisional relationships in favor of more stable collaborations, which bring greater agility and responsibility. The 9, Retail ROI claims for a profound reflection on the downward spiral of physical retail. It has been a department in crisis for years and that will see a large number of permanent store closures, which will continue to increase in the post-pandemic period. Fashion players will have to envision new solutions, such as a potential shift of power to retailers and seamless digital integration. The 10, Work Revolution, sees the emergence of a new working model, due to the combination at home and a distance, but also for the need to invest in the retraining of talents and for the desire to foster a greater sense of sharing of tasks and business purpose among employees.

E-COMMERCE: FROM SALES CHANNEL ALONE TO CUSTOMER COMMUNICATION CHANNEL Digital, experts say, will be the greatest opportunity for the fashion industry. The two main assets for competing in a market that could be worth $710 billion by 2022 are: images that convey the values of companies and the trends of the moment, supported by technology that puts the customer at the centre

to be the first to grasp – and transmit through image – the sensitivity, always new and surprising, of an audience passionate about fashion. So what can you do to stay at the forefront of the brand competition? Following demand: from size inclusivity to gender fluidity and personalisation In order for an online shop to be truly effective, it must not only be able to represent the garments in the collections in an excellent manner, but it must also strike a chord with the consumer’s imagination and be credible in terms of the company’s brand values. Fashion, including online fashion, has to meet people’s reality. This is why the most successful e-commerce sites are customising the shopping experience to the maximum, creating micro-categories. Take Asos, for example, which has different clothing lines based on height and physicality, promoting a concept of size inclusivity. Other examples are Revolve, Good Americans, Shein, Fashionova. Today it is essential that the online gallery of fashion brandsgives all bodies equal dignity of representation. Think of some brands, from Nike to Zalando, which began to open up the fashion imaginary years ago through a more inclusive casting of models, or brands such as Levi’s, Mara Hoffman and Dove, which fearlessly recount all the various types of physicality. Or companies such as Gucci, whose online shop increasingly promotes a genderfluid body, telling of an increasingly “fluid” fashion, which is unhinging the concept of masculinity and femininity in clothing, allowing everyone to dress what they want without this implying a definition of gender. In short, the aim is to get closer to the reality of who will actually wear those clothes. Photos are retouched less and less, leaving the “defects” of the wearer in evidence, allowing customers to identify with them. Images are increasingly real and inclusive: women with hijabs, people with physical disabilities, stretch marks in view.

Let’s start with a concept: “Making a purchase is an emotional action”. And in sectors such as fashion it is even more so. E-commerce, therefore, must ‘capture’ the user with captivating images, as well as with an increasingly personalised experience similar to that of the physical shop. If in the past online shops were characterised by photos that were all the same, in which the models were ‘cut’ at neck level so that customers could identify as little as possible, to appear neutral and highlight only the garment, today everything has changed. The fast fashion brands have made the difference. Important online players such as Maches, Ssense, MyTheresa, Net A Porter have created editorial sections to support e-commerce. Zara was one of the first to transform the still lifes of e-commerce into real campaigns, one for each garment, with set photos and famous models. Shots that fully reflect the lifestyle, values and personality that the brand wants to associate with itself. The success of e-commerce is pushing brands to reinvent their identity With the pandemic, e-commerce has become the number one sales channel for fashion and everyone, even brands that were not strong online, have had to adapt. 30% of executives surveyed by McKinsey for the McKinsey Global Fashion Index Analysis 2021 say that digital will be the biggest opportunity for the fashion industry. According to data from The Fashion and Apparel Industry report, global e-commerce sales are expected to increase from $481.2 billion in 2018 to over $710 billion by 2022. It is not retail sales that will grow, but digital sales. This is why it is becoming increasingly important to work on the online and coordinated brand image: starting with photos, all brands are finally creating cross-channel content that communicates the company’s identity. Those who first captured this change of pace, and created the image of multi-brand e-commerce first and then of brands such as Zara and Mango, not only used a very high quality of photography, but above all conveyed in the visual values in which users can reflect themselves. Now everyone follows them. This is why the image for digital commerce has gone from static to editorial, engaging and ambient. In short, fashion evolves as society evolves, and in an increasingly digital and interconnected world, the difference lies with those who manage

To capture real consumer demand promptly, technology is key There is no denying that what really makes the difference, apart from the ability to meet market demand, is the speed that must characterise the response of brands to changing consumer tastes and habits. Think of the race made in the last year to follow the “atheleisure” trend, thanks to the pandemic and confinement at home. Many brands have adapted almost in real time – see Gucci, Dior, Armani – to the idea of comfort that has dominated the lives of all consumers during the 2020s, riding the wave of the “stay at home” that has accompanied us during the long periods of lockdown, and therefore re-proposing in a fashionable key garments that were previously buried at the bottom of the warehouse (tracksuits, sweaters, oversized sweaters, pajamas). What can make the difference in the consumer race? Predictive analysis, which, thanks to artificial intelligence, makes it possible to know the tastes of customers at all times, proposing an offer that is always personalised. NLP systems, such as chatbots and virtual assistants, capable of constantly improving customer interaction, or innovative platforms such as the one created by BOOM, capable of identifying the best performing visuals for each occasion of use, then producing them in a systematic and scalable way at a global level. All this in order to intercept changes and re-propose them online almost in real time. In short, technology must be seen as a horizontal trend that will inevitably help redesign the entire fashion industry supply chain.

Maurizio Distefano THE EVOLUTION OF LICENSING IS ACTIVE ALSO IN THE WORLD OF FASHION Maurizio Distefano The Evolution of Licensing is active also in the world of fashion to give an offer of creativity to its licensees looking for something different and with a higher positioning. They are exclusive agents for the whole world for PREMOLI + DI BELLA, the creative couple that the press has defined the “Designers of the Third Millennium”, for Filippo Laterza, the young creative who has already won several awards and for Stefano Cavalleri, the creator of high fashion for children and the brand I Pinco Pallino

innovative products in a dialogue always aimed at the relationship animal-man and fashion-interior design, to stimulate the senses, both of the pet and its owner, to calm and relax, through color therapy and the choice of fabrics resulting from years of study and research by Ferribiella Spa. Starting from the summer inspiration of the afternoon siesta, come to life the sturdy cotton cushion with non-slip backing and an innovative cooling mat, Brividino, which is activated by the pressure of the animal’s body, returning a wonderfully refreshing effect, great for hot summer days. There are also water and food bowls with a minimal design with a degradation effect from deep blue to crystal blue, recalling the shades of the sea typical of the island, and placemats in soft silicone. You cannot miss the beach towel in microfiber, soft and absorbent, and the Beach Bag, a stylish carrier bag, with a safety leash, metal feet and cushion inside to give more comfort to the Pet during transport. The collection is completed by an exceptional leash: collar, leash, harness, bag holder and a t-shirt of marine inspiration are available in a pochette packaging, an accessory useful to contain small items for the care of your pet.

PREMOLI + DI BELLA are Creative Directors for men’s and women’s, accessories, luxury goods and living collections, with over twelve years of background in the world of Luxury Fashion, realizing 360° projects with an approach towards accessible luxury. With Mirabello Carrara they have developed wonderful bed, living and table sets. The latest license won for PREMOLI + DI BELLA was with Ferribiella for Pet Accessories. The new collection consists of unique and Filippo Laterza creates beautiful garments and accessories for women and girls. He dresses VIPs and TV and music stars. Among his recent creations, the high fashion collection for Angry Birds. Filippo has also developed designs for Barbie exclusively for Original Marines that have been a great success, with a quick sell-out. Stefano Cavalleri has been working for forty years in the industry and has always specialized in high fashion and accessories for children, in addition to his floral and bucolic motifs. He is considered the founder of High Fashion for children, recognized worldwide. For this reason, Stefano is of support to licensees who need his great experience for high added value creations and a different positioning on the market. Among the licensing collaborations, he created the Tom & Jerry and Harry Potter Capsule Collections with Warner Bros Licensing.

NATIVE‌ ‌SHOES‌ ‌X‌ ‌CRAYOLA‌

GUCCI AND CRUNCHYROLL COLLABORATE ON A SPECIAL BANANYA COLLECTION

The footwear brand Native Shoes has created a limited edition collection with Crayola, to celebrate the creativity of both brands.

In collaboration with Crunchyroll, the global anime streaming brand, Gucci HAS LAUNCHED a selection of special items featuring characters from Bananya, an original Japanese anime series about the lives of tiny playful cats who live in bananas The special items include seven womenswear items – four G Loved base short-sleeve cotton T-shirts and three felted cotton sweatshirts (one hooded and two crew-neck options) that are adorned with the playful Bananya characters. The sunlight sweatshirt and short-sleeve T-shirt display the Bananya Bunch, the three younger siblings of Bananya. Tabby Bananya is featured with Bananya on a sugar pink hoodie and two short-sleeve T-shirts, which come in timeless black and lemonade colour options. The carefree and optimistic Bananya is featured on a sugar pink short-sleeve T-shirt and a mint green sweatshirt. For women, there are two styles of trainers and a pair of slides that are all adorned with Bananya and Tabby Bananya. On the trainers, for both women and men, the two cats sit in their banana atop the Gucci green-redgreen Web stripe. For jewelry, there is a coloured crystal and fabric brooch with the trio of cats that make up the Bananya Bunch, and one with Bananya on his own. A chain necklace in metal with gold finish featuring Bananya as a pendant fashioned out of crystals and enamel is also offered. The Bananya series is produced by studio TMS Entertainment and both seasons can currently be streamed on Crunchyroll worldwide, outside of Asia. Crunchyroll is the world’s most popular anime brand with more than four million subscribers and over 100 million registered users. The brand offers a huge anime library of more than 1,000 titles and 30,000 episodes to more than 200 countries and territories worldwide. The selection of special items featuring Bananya will be available from May online at Gucci.com.

Drawing inspiration from Crayola’s vibrant and iconic colors, the range includes 11 of Native Shoes’ most popular styles for adults and children. As with all Native shoes, the 11 models of the Crayola collaboration are designed to tread the earth lightly. Fully recyclable through the Native Shoes Remix ™ project, the shoes can be returned free of charge once they grow older, to be transformed into colorful playgrounds for local communities in Native Shoes’ hometown of Vancouver, Canada. The Native Shoes x Crayola collection was launched on April 27 and is available on www.NativeShoes.com, www.NativeShoes.com/ca and at select American and Canadian retailers.

Chupa Chups latest collaborations There’s a lot of novelty for Chupa Chups, which continues to be present in the collections of the most loved brands ZARA The global fashion powerhouse Inditex has teamed up again with the confectionery group Perfetti Van Melle to develop a spring-summer collection for Zara Woman. This time, Zara has chosen the CHUPA CHUPS brand to pimp a trendy navy and casual collection. Essential garments with surprising combinations: fluffy towel finishes, long fringes and vibrant colored stripes, always with the famous Chupa Chups lettering as the eye catcher. A wink to the sixties and a must in the wardrobe of fans of the world’s most famous lollipop. In addition, the Chupa Chups pieces are part of the “Join Life” collection, produced using at least 75% of organic cotton grown with organic farming methods, natural pesticides and fertilizers that help to preserve freshwater resources, natural farming techniques that help to preserve biodiversity, and without genetically modified seeds. The Chupa Chups collection is now available all around the world in brick and mortar and online Zara Woman stores hiips://www.zara. com.

TIBAEG Perfetti Van Melle just launched a new Chupa Chups collaboration with the famous Korean Designer Cho Eun-ae and the brand Tibaeg, a womenswear label very well known for its soft color blends and ephemeral look as well as its concern for sustainability. Tibaeg has chosen Chupa Chups to add fun and freshness to their unique sensibility and to fuse its special flower pattern with the most iconic daisy logo, creating a pleasant and appealing outwear collection for women and kids. Tibaeg have bet on comfort and casual style without forgetting the quality and delicacy and has created an amazing collection to wear in everyday life: T-shirts, jackets, shorts, dresses… all of them using soft cotton materials and nontoxic nickel zippers. The Chupa Chups x Tibaeg collection is already on hiips://tibaeg.co.kr and on brick and mortar shops from 14th June.

UNDIZ Undiz, the loungewear retailer of the French Group Etam, which enjoys a huge popularity among teenage girls, has dropped a capsule collection of Chupa Chups loungewear just in time to get ready for summer. The collection consists of playful sets of pijamas and underwear in soft candy hues for a young female target. It is available both online and in Undiz brick and mortar stores. To learn more hiips://www.undiz.com

GCDS CHOSE MR MEN LITTLE MISS FOR A SPECIAL CAPSULE COLLECTION

The new Moschino pop capsule dedicated to Sesame Street

Mr. Men, Little Miss and GCDS together for a new capsule dedicated to the British icons

Moschino has created a new collection dedicated to Sesame Street. A project born from the love for the iconic characters: Elmo, Cookie Monster, Big Bird, Oscar the Grouch, Grover, Bert and Ernie. The collaboration features elements of all that is Sesame Street, played by creative director Jeremy Scott. Like many, Scott grew up watching the show and brought Sesame Street principles of kindness, trust and a natural curiosity about the possibilities of the world into his work. The designs are all set to neutral fabrics of black, white and gray; a black hooded windbreaker, a set of cut denim vests, cardigans and sweaters, as well as nylon accessories with embroidered character patches. The latter become fun prints on t-shirts, t-shirt dresses, hoodies, sweatshirts and track pants. The campaign features another longtime fan, singer-songwriter Kacey Musgraves as the face of the collection in a series of images set in a wonderland full of textures with elements of the brand’s characters.

GCDS, the Italian luxury casualwear brand beloved by celebs around the world, chose Mr Men Little Miss for a special SS21 capsule collection, in honor of their 50th anniversary. The two brands are a perfect match: colourful and fun, they love to inspire and surprise their fans with unexpected partnerships all about self-expression, simplicity and humour. From their birth in 1971 the Mr. Men and Little Misses have pursued inclusivity: they are all different and they celebrate those differences: whether you’re SMALL or TALL, NOISY or QUIET, SHY or SILLY, you can achieve amazing things by believing in yourself! The range revisits some GCDS’ hit pieces, like the knit sweater, crop top and the bodysuit, with some of the most famous Mr Men and Little Misses: Mr. Happy, Mr Messy, Mr Lazy, Mr Tickle, Little Miss Sunshine and Little Miss Sparkle are just some members of the cast. The capsule of 30 pieces includes knitwear, accessories, swimwear, denim, t-shirts and oversized hoodies; it plays wisely with the contrast between black and white backgrounds and the explosion of colors of the characters that seem to be brought to life! In addition, two new characters, Mr & Mrs GCDS are restyled in custom looks for this special capsule collection available at gcdswear. com and GCDS stores around the world.

DRESS UP WITH DRAWINGS BY NICOLETTA COSTA The IllustraBimbi clothing line, born from the idea of transferring onto fabric fairy tales and nursery rhymes drawn by the best illustrators of children’s books, is enriched with seven new patterns. The characters of Nicoletta Costa, one of the most important children’s authors and illustrators in Italy, translated all over the world, embellish the GOTS certified fabrics used to make dungarees, rompers, shirts and shorts for boys and girls

inspired by her characters, Julio Bunny, and soon the new animated adventures of Olga The Cloud, Nina & Olga, which will fly in the fall on Rai Yoyo. For the occasion IllustraBimbi has created a dedicated line, “I tessuti di Nic” (Nic’s Textiles) on which we find her best-known characters: Julio Bunny, Olga The Cloud, Gelsomina and her friends from the woods, the beloved Cats, funny animals transformed into letters of the alphabet, the little houses of the dream landscapes of her books, and finally the latest, Blue Bear. The collaboration of the famous illustrator with IllustraBimbi is a wonderful opportunity to have her characters also on accessories for the bedroom such as bumpers or bedspreads for cribs, all strictly organic, and takes place at the same time as the birth of Nicoletta’s e-commerce website where you can find many other products, some of which are customizable, all born from her beloved characters. While the first release of the children’s clothing line and the fabrics have just been launched on the IllustraBimbi website, the collection, enriched by bathrobes, bedspreads, bumpers and pillows, will be available as a preview on the e-commerce site entirely dedicated to Nicoletta Costa’s branded products, which launched online early June. The site contains the complete collection of IllustraBimbi, as well as exclusive and customizable products, all featuring the magical characters of the famous author. The partnership between Illustrabimbi and Nicoletta Costa will be further enriched with new releases also for the autumn season, reserving for mothers and children many more quality products!

Boutique apparel firm IllustraBimbi dresses children and adults in fairy tales. This has always been the motto of Cinzia Grassi, owner of the company and creator of the concept to transform fairy tales and nursery rhymes into “pages” to wear. A dream that has become more and more reality with the birth of the new collection designed by Nicoletta Costa, one of the greatest interpreters of the “planet of childhood” on an international level, thanks to her ability to preserve the spirit of childhood within herself and to see the world through the eyes of a child. Nicoletta Costa is also one of the few authors who can boast two television series

The latest news from the Fashion & Licensing world Despite the great difficulties of the last year, the Fashion sector continues to produce new collections and collaborations. Here is the latest licensing news from the Fashion world.

The exclusive apparel collection features three t-shirts with new artwork inspired by props from the film such as The Occultist Totem, The Chalice and The Skulls. “The Totem has been a huge prop,” said Kate Guanci, property manager for The Conjuring: The Devil Made Me Do It. “It’s been present on multiple occasions; it’s the connection between The Occultist and each of his victims.” The second t-shirt in the collection features the Chalice in a horned design and the third t-shirt has a stylized skull design. “Stage assistant Madeline Grayson would order all kinds of things online that could potentially be used as bases and combined with different containers to create unique items,” Guanci explained. “One of the things she picked up was a candelabra with fake deer antlers. It didn’t work at all for what we needed, but it gave us the idea to combine the elements of nature and animals to create the chalice.” All three t-shirts are available online at Warner Bros’ new horror fan shop, the WB Horror Collection. Smartphone accessory company Casetify has released its third limited-edition collection designed in collaboration with Disney. Inspired by Mickey Mouse, it has a monochromatic line featuring a palette of black and white hues designed exclusively for Casetify accessories. It is decorated with a variety of designs, from checkered patterns to “warping mirror” effects; it includes several customization modes, including monogramming for selected styles. The iPhone case collection includes “Mickey Wavy Face” for the Mirror, Impact, Ultra Impact and MagSafe series; “Funny Mickey” for the Mirror, Impact, Ultra Impact and MagSafe series; and “Mickey Wavy Name” for the Floaty Glitter, Mirror and MagSafe series; “Mickey Silhouette Play” (customizable) for the Impact, Ultra Impact and MagSafe series; “Mickey Illusion Stickermania” for the Biodegradable Leather, Impact, Ultra Impact and MagSafe series; “Mickey Checker Play” for the Impact and MagSafe series; and “Mickey Circle Checker” for the Impact, Ultra Impact and MagSafe series. Other Mickey Mouse line designs are available for Apple Watch straps, cell phone mounts, iPad cases, wireless charging pads and MacBook cases. In addition, there are different designs for AirPods and AirPods Pro, with protective cases with matching reflective finishes, clear covers and a new limited edition Mickey Monochrome 3-D silicone case. Wes Ng, CEO and co-founder of Casetify said, “The inspiration behind this collection

BY Alessandra Maccaferri

In the last year the fashion world has found itself in serious difficulty and yet, dividing itself between an increasingly limited offline and an extremely growing online, it has continued to work on its collections. Licensing, thanks to the use of beloved brands and characters, can increase the appeal of products and create more interest in clothing and accessories. Here are some of the latest innovations in this sense. Primitive Skate brand has teamed up with Corona beer to create an exclusive capsule collection for summer 2021. Corona beer was born in Mexico and as a brand refers to the simple pleasures of life on the beach, and a relaxed and positive approach, also shared by Primitive Skate. The collection is designed to face existence and especially days at the beach in relaxation. It includes a custom Baja poncho, surf shorts, hoodies, t-shirts with graphics, tank tops, hats... For its previous collection, Primitive Skate collaborated with Dragon Ball Super. Referencing the exciting DBS story arc “Tournament of Power”, heroes and villains are immortalized on t-shirts and accessories. Key pieces of this collection range from tie-dye sweatshirts featuring Jiren and Goku in battle, to a technical windbreaker featuring Trunks with his sword drawn. Other iconic characters include Super Saiyan Blue Evolution Vegeta, Beerus, Fused Zamasu and Hit. In conjunction with the release of The Conjuring series film “The Conjuring: The Devil Made Me Do It,” Warner Bros e-shop for its Horror Icons line has released a limited edition clothing collection inspired by the movie.

THE LATEST SANRIO FASHION COLLECTIONS Beloved Sanrio Characters are the protagonists of many fashion collections. Here are the latest releases DR. MARTENS, a new limited edition Sanrio and Dr. Martens are joining forces again for an all-new collection, spotlighting more characters from the Sanrio family: Bad Badtz-Maru, Kerokerokeroppi, My Melody and more. Clashing colourful Hello Kitty and Friends graphics with tough DM’s silhouettes, the collaboration includes a new take on the 1460 boot, enhanced with characters and a red bow graphic. Also headlining is the Jadon boot, which is fitted with colourful upper stitching, four different colour eyelets and Sanrio motifs, as well as a side zip with a Hello Kitty red bow zip pull. Completing the adult collection is the 1461 boot, detailed with a colourful all-over print with characters from the Hello Kitty and Friends family. In the same print is a kids’ 1460 boot, printed all over with characters from the Hello Kitty and Friends family, and kitted out with a Hello Kitty bow on the zip and lace charm. Global release: March 2021

is recalling Disney themes over the years, which is a fun concept to explore as Casetify celebrates its 10th anniversary this year. We hope fans enjoy this collection and experience the excitement and love that went into creating these special accessories.” The Disney x Casetify collection is available for purchase at casetify.com/disneymonochrome beginning June 17, with products shipped worldwide. Adidas and the LEGO Group have embarked on a new collaboration, as part of their well-established partnership. This is an apparel and footwear collection focused on free expression through movement, taking inspiration from the LEGO VIDIYO play experience, designed to unleash children’s creativity through music and play. The pieces in this line were created with unique patterns and fun elements that make it clear that with this collection, children can turn their world and wardrobe into a stage for self-expression. The comfortable line, ideal for play, takes its graphic elements from the LEGO VIDIYO world. The goal is to ignite children’s imaginations and inspire them to express themselves freely without fear or judgment. By mixing, matching and customizing their unique looks, children can find freedom, joy and confidence. Wider distribution of the collection began June 1. Designer Kenneth Cole and video game company Zynga have collaborated on Kenneth Cole’s PRIDE 2021 collection, linked to the video game “High Heels!”. Zynga is a brand that believes in personal diversity and celebrating differences - this collaboration is a great opportunity to stand in solidarity with the LGBTQ+ community during Pride Month and marks the first time Cole’s fashion will be featured in a mobile game. In the first two weeks of June, players were able to dress up their character and strut their stuff on the virtual runway with products from the collection, such as KAM sneakers with a rainbow stripe, t-shirts stating “Being different is what we have in common,” and other accessories like sunglasses, watches, and mask lanyards. Cole’s brand has been advocating for equal rights for the LGBTQ+ community for nearly 30 years. The partnership with Zynga stems from sharing common values to further emphasize the importance of inclusion and acceptance. As Cole clarified, “By incorporating the PRIDE collection into “High Heels!”, we’re allowing millions of people to experience the Pride celebration and have it as an important reminder that ‘being different is what we have in common.” The “High Heels!” game is available for free download on the App Store and Google Play. The Kenneth Cole PRIDE collection is available for purchase at KennethCole.com.

Don’t call me Jennifer + Hello Kitty Sanrio teamed up with the French retailer Don’t call me Jennifer, for a new Hello Kitty collection, where the iconic Japanese character is featured in in her classic poses mixed with wonderful pastel colors. The range targets teenagers and millennials and includes super cute loungewear, apparel and accessories. The collection was released in April 2021 and it was available both offline and online. Music and Fashion meet with Hello Kitty and Dim Mak Dim Mak, the record label and fashion brand founded by Grammynominated producer & DJ Steve Aoki, teamed up with Sanrio for an amazing collection. Referencing manga, music, nostalgia, and gaming, Dim Mak is a brand that wants to cultivate a sense of community by bringing together collaborators while bridging people from different backgrounds. Steve Aoki grew up In the US during a period with limited Asian influences, nonetheless he sought to learn more about his Japanese culture. That’s why he was so curious about the iconic Sanrio characters. The wonderful collection includes T-Shirts, Hoodies and Sweatshirts with both Hello Kitty and some of her friends, like My Melody, Pochacco and Kerokerokeroppi.

The Hundreds with Sanrio The Hundreds has teamed up with Sanrio for an amazing collaboration. The Los Angeles streetwear brand wants people to relive their childhood with a huge collection of throwback pieces featuring Hello Kitty, My Melody, Tuxedosam, Kerokerokeroppi and so many more. There is a little bit of something for everyone in The Hundreds X Sanrio collection, from Tracksuits and Varsity Jackets to a full line of headwear, accessories, and cozy sweats. It’s The Hundreds, so fans of the staples will have plenty of Graphic T-shirts and Pullover Hoodies to choose from. Besides, there are super cute items like Collectible Pins and Puffy Stickers, as well as a Coffee Mug, Nalgene Bottle, and Tote Bag. The amazing partnership presents the Sanrio crew like you’ve never seen them before, with Hello Kitty gracing the front of a New Era Fitted Hat and matching Baseball Jersey. How Cool! Release: December 2020

Herschel Supply Co. products with Hello Kitty Herschel and Hello Kitty announced a brand new collaboration. To celebrate Sanrio’s 60th anniversary, the two brands came together once again and released a new line of bags and accessories, like backpacks, laptop sleeves and wallets. The new collection features two designs: the Hello Kitty & Friends Bow pattern and Hello Kitty Hickory Stripe pattern. The former has a black background with Hello Kitty’s iconic red bow repeated throughout, the latter features Hello Kitty’s outlines scattered on a pink and white background. The backpacks are both super cute and useful, as they have a 13” fleece-lined laptop sleeve already included. Besides, they are very spacious. Other useful items are the Hello Kitty Laptop Sleeves. They are both beautiful and functional as they in come in both 13” and 15” to fit Macbooks easily. The Hello Kitty Hip Bag and wallet are both stunning and comfortable! Indeed, they have useful compartments and extra pockets. 4th wave Release: January 2021

Anti social social club with Sanrio Antisocial social club announced a new collaboration with Sanrio, the company of Hello Kitty and her friends. The American streetwear brand, after having already launched a super successful capsule collection for the FW 2018-19 with Hello Kitty, unveiled a second and super exciting partnership in 2020. The new limited edition was launched in August 2020 and involved not only Hello Kitty, but also some of her friends, such as My Melody, Kerokerokeroppi, Bad Badtz-Maru and Chococat. The cute characters of Hello Kitty and Friends have been included on hoodies, T-Shirts and on many other accessories. All must-haves for the lovers of the two brands!

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Hello Kitty for New Girl Order The super cute Hello Kitty New Girl Order range is addressed to both girls and women. The collaboration encloses the core values of both Hello Kitty and NgO, which are being authentic, fearless, passionate and fun. The collection hit the e-tailer sales across 2020 and it has been extremely successful. Indeed, fans have been truly enthusiastic in discovering the collection, which includes Casualwear (T-Shirts, Sweatshirts, Dresses, Trousers, Jerseys, Hats), Nightwear (Top & Short PJ Sets, Vest and Short PJ Sets, Oversized Tees), but also Tote bags, Bucket hats, Beanies and Swimwear.

Hello Kitty x LeSportsac Sanrio teams up with LeSportsac for a wonderful new collection featuring Sanrio’s signature character: Hello Kitty. LeSportsac is a US brand specialized in nylon casual bags and just like Sanrio is one of the leader of its industry, i.e. the accessories industry. The two companies’ choice to join forces, comes from their shared views and goals. Indeed, they both aim at creating awareness and at inspiring the new generation of consumers with functional, beautiful and high-quality products. That is why the collection is truly wonderful, as it features incredible Hello Kitty bags, backpacks, purses, and awesome Hello Kitty accessories.