Urban Sophistication announces a new collaboration inspired by Sanrio Co., Ltd. character Hello Kitty and shaped by the culture of super-fandom. The campaign examines fandom as both a collective cultural phenomenon and a personal experience, taking inspiration from the atmosphere of crowds filled with fans, where shared admiration generates a collective euphoria. The collaboration items were created by imagining what Hello Kitty symbolizes for her fans while also expressing the emotional connection they share with her.

This collaboration also incorporates the perspective of how fans spend their time with Hello Kitty merchandise during moments of profound emotion, such as at concerts and arenas. This collaboration features phone cases, handbags, and apparel, merging Urban Sophistication’s design-driven approach with Hello Kitty’s long-beloved design, and offers items that reflect the key message of this collaboration, Hello Kitty Forever. The collection launches exclusively in Japan and Korea on December 11th and will be available on Urban Sophistication’s website at urbansophistication.com and at a new limited-time pop-up shop opening in Tokyo throughout December at 6-5-10 Jingumae, Shibuya-ku, Tokyo 150-0001.

Image courtesy of Urban Sophistication