Interest
Concept Video for Hello Kitty Men's Fashion Line Show's Fun Side
posted on by Lynzee Loveridge
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Tokyo Otaku Mode.
Sanrio aimed to break stereotypes last year with the launch of its HELLO KITTY MEN Project which has so far included t-shirts by design company Nendo, and graphic designers Mina Tabei and design studio OUWN's Atsushi Ishiguro. The venture is expanding by tapping into high-fashion brands like UNDERCOVER, SISE, JAM HOME MADE, DRESSCAMP, Patchy Cake Eater, and yoshio kubo.
How is Sanrio selling something usually considered synonymous with children and girls to the male market? The company released a concept movie starring a handsome male model wearing the subtle Hello Kitty fashion around women. He's shown in the ad as helpful, playful, and romantically desirable.
The above movie shows the Alfredo Bannister loafers sold for 30,240 yen (about US$257).
SISE designer Seishin Matsui sat for an interview to talk about the hurdles of repurposing a strongly integrated women's brand for men.
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