Sanrio has teamed up with heritage and lifestyle brand Barbour for a new Hello Kitty collection.
The deal, brokered by Sanrio's UK licensing agent Fluid World, has seen the launch of a range of girlswear including jackets, knitwear, hats and socks.
Pink, purple and navy feature strongly across the collection, with the Hello Kitty image appearing in a countryside scene wearing wellies and a Barbour jacket.
The Barbour x Hello Kitty collection launched this month to coincide with the brand's 40th anniversary.
"Hello Kitty is a popular brand worldwide and we are delighted to be working with them to offer a collection featuring Hello Kitty wearing a Barbour Beadnell," said Sarah Lawrenson, head of womenswear and childrenswear. "The range is fun, easy to wear and the choice of colours and styles will appeal to every young lady who wants to look both contemporary and stylish."
Salvatore Zingrillo, marketing director EMEA at Sanrio, added: "Sanrio is thrilled to collaborate with Barbour, a brand that has defined the essence of a true British heritage, being able to become a major style authority for country lovers, fashion-forward shoppers and industry insiders alike.
"Like Hello Kitty, Barbour was born in the UK and managed to become an international icon staying true to their roots."