Berlin, September 2016
„Hello Kitty has steadily been an inspiration for me as a designer“ – Marina Hoermanseder
Hello Kitty – the little girl from London with a red bow and a heart of gold – has played an important role in the life of Marina Hoermanseder. Her passion for the brand is reflected in the more girly and playful side of her label and becomes even more apparent when visiting her apartment in Berlin, where Hello Kitty bed linen and slippers as well as a neon pink colored fridge have pride of place.
ICON MEETS ICONIC DESIGN
Hello Kitty has become a worldwide icon over the past decades. Many years ago it outgrew the notion of being purely for kids – several respected international designers have collaborated with Hello Kitty to create special items and collections. Through the collaboration with Marina Hoermanseder, Hello Kitty gains a high-fashion presence in the German market.
Marina Hoermanseder poured her passion into creating a totally unique Hello Kitty product line for autumn|winter 2016. The designer knows that opposites can indeed be harmonious, with her iconic style combining components of 18th century orthopedics and sophisticated feminine lines. The collaboration with Hello Kitty complements the delightfully feminine facets of the fashion label perfectly.
The cooperation was first presented at the show of Marina Hoermanseder during Berlin Fashion Week in June. Selected guests were equipped with a unique Hello Kitty version of the highly coveted Marina Hoermanseder Kasper Bag. The designer and her team wore Hello Kitty shirts with the collaboration logo print on the runway. The clever logo combines the Marina Hoermanseder heartbeat calligraphy with the outlines of the Kitty head and resembles a rising Hello Kitty on the horizon.
The Bread & Butter fair in September 2016 will form the zenith of the collaboration. Here the highlights of the collection will be presented, which include shirts with the Hello Kitty print, Marina’s signature “team jumper” and trendy cropped shirts.
Additionally, three showstoppers will be presented, including a truly extravagant dress with over 6.000 yellow and pink molded leather flowers and a gigantic Hello Kitty bow. Team! Licensing GmbH was the matchmaker for this high-level fashion cooperation.
MARINA HOERMANSEDER X HELLO KITTY AT ZALANDO
By the end of September the Marina Hoermanseder x Hello Kitty Line will be available via Zalando. Aside from the prominent presentation of the collection during the Bread & Butter fair, the launch will also be supported by a high-end blogger cooperation with over 50 influencers on the German market. Custom made items like a key chain, a gym bag and the iconic shirt with the collaboration’s logo will be seeded to the blogs for an attention increase. Additionally, selected pieces of the line will be showcased to the public during VOGUEs Fashion’s Night Out in September at Hotel ZOO Berlin.
ABOUT MARINA HOERMANSEDER
Marina Hoermanseder is a womenswear-label based in Berlin combining dignified technical finesse with fancy elegant designs. Since 2013 the French-Austrian Designer has been standing for distinctive, feminine individualism with her fashion.
PASSION AND TRADE
With small silhouettes and clever details like buckles, gathers, spikes and vegetable tanned leather, the designer creates pieces in an interaction of avant-garde and ready-to-wear.
All pieces of the collection combine highest technical standards with elegance and eccentricity in a very detailed manner.
ABOUT HELLO KITTY
Hello Kitty was born in one of London’s suburbs as “Kitty White” on the 1.st of November. She can bake delicious cookies very well and loves home-made apple pies the most. Hello Kitty still lives with her parents Mary and George and her twin sister Mimmy in London. But by now she is home all over the world. Not for nothing the motto of Hello Kitty is: “You can never have too many friends!”
If someone foresaw the success of Hello Kitty at her appearance for about 40 years? Today everyone knows the little, cute girl with the prominent bow. She stands as the example for Japanese Kawaii-culture.
Sanrio is a worldwide lifestyle brand founded in Japan by Mr. Shintaro Tsuji in 1960 and based on the “small gift, big smile” philosophy that a small gift can bring happiness and friendship to people of all ages. Best known for global icon Hello Kitty, Sanrio is home to many endearing characters including Chococat, My Melody, Kero Kero Keroppi, Bad-Badtz Maru, Little Twin Stars and the newly added Gudetama.
When Hello Kitty first appeared in 1974 on a clear vinyl coin purse few could have imagined she would have worked with some of the most respected companies worldwide, with whom she keeps on collaborating, adding every year new unexpected partnerships in every possible category: from apparel, publishing and toys to Cafés and automotive.