Hello Kitty
Last year, Barbiecore dominated warm-please weather trends. This year, guess who's making a comeback? Hello Kitty - the adorable cat from the Japanese entertainment company Sanrio.
Since their debut in 1974, Sanrio characters have become one of Japan’s most recognizable exports, embodying the essence of kawaii - that innocent, heart-melting cuteness. It's no secret that these characters are (and previously have been) everywhere: from gadget shops (think of MINISO, blowing up in Italy lately) to high-end boutiques, worn by all kinds of people - from fashionistas in their daily-wear to A-list celebs: they've always been running the fashion game. From luxury brands like Blumarine and GCDS to daily-wear or streetwear labels like Uniqlo and Anti Social Social Club, Hello Kitty has teamed up with several fashion powerhouses over the years. And, as we said, it's not just teens and influencers, even VIPs have embraced the Y2K kawaii vibe, riding that trend wave to the max. You surely have seen everywhere that Dua Lipa picture, rocking a crochet string bikini top with Hello Kitty's face on it, paired with checkered bottoms, straight from the GCDS x Sanrio collab. And then there's Kim Kardashian and North West; Kanye's daughter sporting not one, but two Hello Kitty purses - a clutch and a milk carton-shaped crossbody.
Via Dua Lipa
In this chaotic Gen-Z era, where the world seems like a kaleidoscope of socio-economic and environmental challenges, fashion is the only contradictory dynamic that helps define identity and lifestyle, giving everyone a bit of lightness and a temporary escape from life herself. The sweet world of Kawaii remains a beacon of light and comfort for many. Hailing from Japan, Kawaii is an aesthetic that embraces softness, infantilism, and excessive femininity. Embodied by iconic characters like Hello Kitty or Barbie, that have shaped the childhood and adolescence of many Gen-Zers, what's fascinating about Kawaii is its ability to convey a sense of innocence and joy in a world often dark and complex. Despite the daily challenges that the fashion scene faces (given the speed at which trends come and go), Kawaii remains a constant. If you look closely, it's all around you in various forms: the latest coquette trend is just one facet, in a more grown-up and mischievous guise. We continue to pour our affection and identity into this style, probably because, as we find ourselves facing issues like climate change, economic instability, and increasing social and political polarization at an early age, we cling to familiar and comforting elements to find a sense of stability and security. With its pastel colors, adorable characters, and playful lightness, Kawaii offers a refuge from the troubled reality of everyday life.
Moreover, Kawaii also serves as a bridge between the past and present of Gen-Z. We all hold dear the memories of our childhood and adolescence: mornings with milk and cereals in front of the TV before school, afternoons spent playing Barbie with our besties; a period of discovery and growth where characters like Hello Kitty and Barbie were constant playmates and sources of comfort. Hello Kitty, Kuromi, Cinnamon Roll - they're not just a trend, but a reflection of the times. It's a statement. Because, in the end, in such a chaotic world, we definitely need a bit of sweetness and lightness.
