Sanrio has secured a collaboration with the Amsterdam-based fashion designer JimmyPaul for his SS20 collection, in partnership with lifestyle licensing company DIFUZED.
The partnership was showcased during the On | Off show on Tuesday, September 17 as part of London Fashion Week. The collection is a celebration of Hello Kitty’s legacy and 45th anniversary.
Jimmy Paul’s decision to partner with Hello Kitty stems from his fascination with pop culture. Since 2010 he has developed a unique approach to fashion, resulting in ‘high-fructose’ avant-garde silhouettes and bold designs that channel an innocent vision of the design world and portrays an optimistic and playful aesthetic that is associated with pop culture icons, such as Hello Kitty.
His work with music stars such as Katy Perry, Rihanna, Ariana Grande, Miley Cyrus and Lady Gaga has allowed his creative to flourish with custom-made pieces and other fashion projects.
JimmyPaul commented: “I’m honoured and privileged to work with Sanrio and such an iconic character like Hello Kitty. This is truly a dream come true.”
The range includes bold, playful features that draw inspiration from Hello Kitty’s iconic looks – such as her symbolic bow. These are married with design elements from “Kitsugi”: the art of repairing ceramics and “Furoshiki”: the art of present wrapping – a love letter from Jimmy Paul to Japan and its rich, cultural heritage. The combination of the two result in a charming, humorous collection that channels cheerfulness and positivity.