Samantha Chang Gets Cozy With Hello Kitty
Hello Kitty is getting intimate.
Japanese corporation Sanrio launched its Hello Kitty character for stationery and school products, but in recent years the company has taken on the fashion market by recruiting top-notch designers. Lingerie designer Samantha Chang is the latest to incorporate the fun, girly Mod influence of Hello Kitty into her collection.
The Samantha Chang Hello Kitty line contains sexy lingerie styles—including bralettes, thongs, boyshorts and camisole tops—that can double as daywear. There are also sleepwear styles, including robes, baby-doll chemises and pajama bottoms. Made with nylon mesh and lace trim, the designs retail from $55 for a Hello Kitty camisole to $89 for a Hello Kitty baby-doll chemise. Graphic designer Beverly Joel, who uses a bright color palette with a Pop Art influence, created the collection’s print designs. Chang said she hopes the line will draw interest from better boutiques that specialize in intimates and loungewear.
In recent months, Hello Kitty has entered agreements with several well-known designers, including Heatherette and Paul Frank. Accessory wiz Tarina Tarantino has also cobranded a collection of whimsical accessories with Hello Kitty. The line of fashion jewelry, hair accessories, belts and handbags is just beginning to hit stores.
“We have a real appreciation of the work of good designers,” said Bruce Giuliano, vice president of licensing at Sanrio. “So we try to keep lines of communications open with the design communities, and we have been fortunate to have found some exciting opportunities for collaboration as a result of these relationships.”
Chang expects sales for her line to reach $250,000 this year. Fred Segal Twilight at Fred Segal Santa Monica, Ron Herman at Fred Segal Melrose and Kitson will sell the collection. Items can also be purchased directly from Chang’s Malibu store and online at www.samanthachang.com. For more information, call (310) 459-380. —Amanda B. Ezra
