DRi unveils new apparel look for Miffy

Character stars in new graphics collection created predominantly for the fashion and accessories sectors.
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The new Miffy collection, which was unveiled at the Las Vegas Licensing Show in June, was commissioned by Mercis and features a wealth of artwork which digs deep into the Miffy archive.

The latest look uncovers new illustrations, icons and secondary animal characters rarely seen and used in the UK.

The new designs focus on three age groups; baby, toddler and girls’ fashion. Each group has its own unique graphics, colour palette and patterns, and has also been translated onto garment shapes relative to the age group.

The attention to detail extends to distinct use of appliqué and stitching in addition to suggested fabric prints adding an extra burst of style to an already established apparel business.

Alicia Davenport, DRi’s licensing director said: “This is an incredibly exciting development for the Miffy brand. It is wonderful to have such fresh, intelligent and creative designs and I believe they will have a huge impact on our already established apparel business.

“There was such a fantastic reaction to the collection at the Licensing Show and we are now looking forward to these concepts which feature the new face of Miffy hitting the high street.”

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