There is always something to be amazed of in store-checking in Hong Kong.
Like a sampling of the NY or Berlin coolness, blended with the iconic Japanese aesthetics , we are glad to share with our followers this late season reportage. A clear evidence of how much the “cartoonification” is alive and kicking for many of the global lifestyle and fashion brands, it brings on the table some ideas to follow what Jeremy Scott calls “Cartoon Couture”, and the licensing professionals call “Halo Licensing”.
First things first: the standard Japanese inspirations, like UT Uniqlo limited edition (here cheaper than everywhere in the world), Line Friends (a Sanrio-like company) with Choco store, provides locals and tourists with the same formats of label-stores or cafè (like Little Twin Star Café), with honourable collaborations, like Brompton x Line Friends.
But characters cater to the higher tier as well; MCM and Linda Farrow use rabbits or bear shaped, vinyl-toys-inspired, ambassadors for their flaghsip store windows.Videogames inspirations are also here, with Mostly Heard, Rarely Seen 8bit pixelled designs, and Super Mario Bros. in a collaboration with Shu Uemura.
And IT Group, probably the most dynamic Hong Kong fashion retailer, use angry pandas on IT fashion shoes, or halo licensing for limited editions in its branded stores. One of which is :Chocoolate, showcasing an abstracto range of Mickey, along with a pop and playful Tsum Tsum one.
Grue from Despicable Me is used instead as the ambassador of another :Chocoolate limited edtion, which quotes his actual outfit as a knitwear replica. When characters are fashion ambassadors.
Disney Tsum Tsum (and Minions as well) is the name of the game overthere, as everybody can tell also with a quick tour at the fake market along Nathan Road.
Don’t miss our round-up in this gallery