Home / Highlight / BLE 2019: BlackMilk and Sanrio launch Hello Tokyo clothing collection

BLE 2019: BlackMilk and Sanrio launch Hello Tokyo clothing collection

BlackMilk Clothing has launched a new clothing range in collaboration with Sanrio, tapping into the company’s cast of characters including Hello Kitty, Cinnamoroll, and Gudetama.

The Sanrio x BlackMilk collection, dubbed Hello Tokyo, utilises the fashion specialist’s bold prints, distinctive styles and stretch fabrics to bring its distinctive style to new launch.

The BlackMilk team designed each garment specifically to juxtapose against the rest of the items in the collection, to create a Japanese street style inspired collection, taking cues from the vibrant and erratic streets of downtown Tokyo.

And the influence didn’t stop there. The BlackMilk team flew over to Tokyo to shoot the entire campaign with local models, and feature some iconic Tokyo locations within their lookbook.

“We’re always thrilled with the creativity and direction of the BlackMilk team, and were once again blown away,” said Yvonne King, director of Haven Global. “It’s always exciting to work with Australian labels such as BlackMilk who truly understand a brand, and think outside the box to ensure the DNA of the characters – as well as their own brand – truly shines. The Sanrio x BlackMilk Hello Tokyo’ collection is a true testament to what fashion collaborations can be.”

BlackMilk Clothing founder and head designer, James Lillis, added: “This is our first time producing a collection with Sanrio, but it’s no doubt a perfect fit for BlackMilk.

“We have worked with Haven Global previously on our Sesame Street and Rick & Morty collaborations, so we knew we would have a great amount of support and guidance throughout the entire process.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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