Fashion houses collaborate with popular characters to draw Gen MZ’s nostalgia

 Fashion houses collaborate with popular characters to draw Gen MZ’s nostalgia


Hello Kitty by Waac pop-up store in Sinsa-dong, Seoul (Kolon Industries FnC)

Hello Kitty by Waac pop-up store in Sinsa-dong, Seoul (Kolon Industries FnC)

While the fashion trends of the Y2K era-characterized by clear, primary color clothes that were popular in the late 1990s and early 2000s-entered the wardrobes of young people today, more and more fashion houses are rushing to show off vintages. characters in special items.

Local golf wear brand Waac is launching a collaboration project with Japanese icon cute Hello Kitty as part of its summer collection. With the new move, the company will open Waac’s Hello Kitty pop-up store in Sinsa-dong, southern Seoul, on Friday.

Waac’s collaboration items with Hello Kitty are displayed at Waac’s Hello Kitty pop-up store in Sinsa-dong, Seoul (Jie Ye-eun/The Korea Herald)

Waac’s collaboration items with Hello Kitty are displayed at Waac’s Hello Kitty pop-up store in Sinsa-dong, Seoul (Jie Ye-eun/The Korea Herald)

The store has collaboration items including striped knit vests, checkered seersucker pants, hats and caps and socks, all for purchase. The collection is part of the company’s effort to attract young customers born between 1980 and 1995, known to local Generation MZ, by evoking childhood nostalgia, brand officials said.

“Behind the growing popularity of retro styles in the 1970s-1990s, we wanted to launch a collaborative project with a character that could draw retro-heavy nostalgia,” said Kim Yoon-kyoung, chief executive officer of SuperTrain. said during a press conference held. at Waac’s pop-up store on Thursday.

British fashion label JW Anderson’s 2022 fall-winter collection features bags inspired by the Korean anime series

British fashion label JW Anderson’s 2022 fall-winter collection features bags inspired by the Korean anime series “Run Hani.” (Instagram by JW Anderson)

In a similar move, Hazzys, a clothing and accessories brand under leading fashion group LF, partnered with Mimi, a character known as Barbie in Korea, last month. The fashion retailer introduced the limited edition doll and about 1,000 items were sold in just four days. Mimi is a domestic doll brand first introduced in 1983 by Mimi World.

British fashion label JW Anderson also unveiled new bags inspired by the 1980s Korean anime series “Run Hani” via Instagram in February, showing that the accessories could be part of the brand’s items for in the rainy-winter season this year. Social media posts featured a bag with a photo of Hani’s face, along with the fashion house logo.

By Jie Ye-eun ([email protected])





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