'SpongeBob' Fashion Heads to Wonderland

The exclusive apparel line will also launch on the designers’ websites this summer.

The Wonderland Shop in Piccadilly, London will release Nickelodeon’s international fashion collection SpongeBob Gold this May.

The retail launch of the apparel line will be celebrated with a private launch party as well as late-night shopping event at Wonderland featuring DJ Jodie Harsh.

Part of a year-long campaign, the SpongeBob Gold fashion collection features six international designers–Peter Jensen, Bobby Abley, Bad Denim, Salar, Maria Francesca Pepe and Suecomma Bonnie–and includes a 27-piece line of men and women apparel as well as footwear, accessories and jewelry inspired by the character’s humor, optimism and “heart of gold.”

The campaign will also include activations on-air, online and on social media as well as additional product and retail launched.

In addition to the in-store availability at the Wonderland Shop, the SpongeBob Gold line will be available via U.K. fashion site Farfetch at the end of May. The designers from the collaboration will also make select products available through their websites this summer as well as in select international retailers.