Hello Kitty is the popular culture and kawaii icon that never seems to go out of fashion. Sanrio, the Japanese firm which manages the character, has kicked off anniversary celebrations this month with the launch of a global lingerie and hosiery collaboration with Tezenis and Calzedonia. Hello Kitty will be the guest of honour at three flagship stores across Europe.
The anniversary festivities include larger-than-life experiences, limited-edition fashion collaborations, competitions and food pop ups. From April to November, fans can idolise their icon at curated exhibitions in Japan.
Hello Kitty’s popularity knows no boundaries. She was spotted embellishing the clothes of catwalk models in Paris Fashion Week last autumn. Such is the iconic status of this 45-year-old cat that Sanrio has announced it has signed the feline’s first movie deal, with New Line Cinema, a unit of Warner Bros.
The film follows five years of discussions and will star Dwayne Johnson, though presumably not in the starring role.
Hello Kitty-branded products are sold in 130 countries. Her feline form adorns everything from stationery to shoes to alcoholic drinks.