Haven Licensing pairs Sanrio's classic character with an up-and-coming Australian designer.

Sanrio has launched a new high-fashion collaboration for Hello Kitty with the Australian fashion designer Leroy Nguyen, in a deal brokered by Haven Licensing.

The exclusive Hello Kitty capsule collection features five pieces including sweat tops, dresses and separates and is available now exclusively at the Leroy Nguyen online boutique.

“Leroy Nguyen has brought a truly unique and original look to the Hello Kitty brand,” says Tom Punch, managing director, Haven Licensing. “It’s so far from what we have seen done with this character in the past, and the collection sends a message to the global stage about both the Hello Kitty and Leroy Nguyen brands, as well about Australia’s emerging designers and what they are capable of.”

“I wanted to present Hello Kitty in a different light, away from her wonderful candy pink glory,” says Nguyen. “With this in mind, I focused on the idea of strength. Strength found within the Hello Kitty character, but also strength invoked from being part of the Hello Kitty gang. This mindset married well with my own sense of design, which always revolves around the idea of feminine strength and youthful maturity.”