By Alexandra Lekas
Blumarine is finally hopping on the Y2K trend train and bringing out all the nostalgia.
The fashion brand has teamed up with Sanrio to create a capsule collection starring the beloved
Japanese character, Hello Kitty. The limited-edition assortment launched on Wednesday, Dec.
1, unveiling an entire full-on pink selection that taps into memories of the early 2000s.
“I am thrilled about this new capsule. Hello Kitty is an icon of my generation and fully represents
the 2000s aesthetic to which I have been referring since the beginning of my path at Blumarine,”
said creative director Nicola Brognano in a press statement. “Hello Kitty is cute, lighthearted,
funny, international: For this reason, I am happy to present this collection as a world exclusive
on ssense.com, not a simple e-commerce platform but a real cultural meeting point with a
young, eclectic, and hyper-fashionista audience.”
Silvia Figini, chief operating officer at Sanrio and Mr. Men, said, “We are very happy to
collaborate with a fashion icon like Blumarine. Brand partnerships are part of our DNA and they
are consistent with Hello Kitty’s motto: ‘You can never have too many friends.’ The capsule is an
amazing combination of both brands and we are sure our fans will be as excited as we are.”

The collection features 12 ready-to-wear pieces, including low-rise flare jeans, fur-trimmed
cardigans, tops with Hello Kitty logos, and micro-mini skirts that all, of course, vary in shades of
pink. The collection also includes accessories such as fuzzy faux-fur bags, metal chokers,
hairpins, and a pink belt with a Hello Kitty buckle.
The launch is priced between $656 and $1,936. It is available to shop now on blumarine.com
and ssense.com.