Reinventing Hello Kitty
Back in the early ‘90s, I spent my allowance on two things — Sweet Valley High books and Sanrio products. Like every young girl I was smitten by cute characters like Hello Kitty and Ahiru no Pekkle.
While I eventually outgrew my obsession for Sanrio, it was what prompted my ongoing interest in Japan.
Many others, however, continue to be loyal to Sanrio, most especially to Hello Kitty. Kitty-chan, as she is called in Japan, is much loved locally and remains a prominent ambassador of Japan’s kawaii culture.
This 2009 marks the 35th year since Hello Kitty came to life.
While the classic Hello Kitty is still popular — it has spawned items ranging from pink digital cameras to red rice cookers with Kitty-chan sporting new looks.
In Japan, fans flock to the Hello Kitty store to get their fix.
Located in the shopping mecca that is Shibuya 109, the store carries Hello Kitty merchandise in both classic and more daring designs, such as its recent collaboration with Simone Legno of Tokidoki.
For its 35th anniversary, Hello Kitty is featured in five different hues that represent different ideas — pink for cute, red for friendship, yellow for heartful, green for wish, and lavender for sweet.
The most striking change, however, is Hello Kitty’s image, which seems to have been given a dose of maturity.
To start off 2009, Hello Kitty tied up with Japanese luxury fashion label Anteprima, a brand known for its sparkly beaded bags.
The collaboration saw the creation of elegant Hello Kitty accessories with a hefty price tag. A black Kitty-shaped bag called Brillante Kitty will set you back almost US$3,000, while a gunmetal/black Kitty necklace is priced at US$2,200.
These items were available by order only.
The biggest news, however, is this year’s collaboration with MAC cosmetics.
“We’ve been wanting to collaborate with Hello Kitty for a long time and finally it happened,” says MAC makeup artist Yoshihide Norimatsu.
This limited-edition collection, ranging from Hello Kitty Mild to Hello Kitty Wild, demonstrates that this character indeed has many faces. And it isn’t just for little girls anymore. This beloved character has grown with the times and continues to entice by creating products adults love.
* * *
Visit http://kitty35.com/english/index.html
