Yohji Yamamoto and Sanrio have launched a new collaborative brand, "Ki◇◇y's," with merchandise on sale at Isetan Girl on the second floor of the Isetan Shinjuku Main Building starting March 25th.

Kierry's products feature Sanrio characters, planned and produced by Yohji Yamamoto. Yohji Yamamoto Co., Ltd. is responsible for overall branding, while Sanrio proposes the characters and sells them in physical stores. Starting in Japan, the brand plans to operate with a view to global expansion. The key image visuals for the brand were created by stylist Tsuyoshi Noguchi and photographer Yasutomo Ebisu, and Megbaby was chosen as the model.

The brand's first collection consists of a series featuring embroidered Hello Kitty and My Melody patches on basic, high-quality cut-and-sew items and designer shirts, as well as a series of silver accessories. Items available include T-shirts (7,800 to 11,000 yen), shirts and dresses (29,000 to 40,000 yen), and silver accessories (28,000 to 32,000 yen).

On the 25th, the first day of sales, an opening press preview was held at the Isetan Shinjuku store, and Megbaby was on hand to promote the brand. A Yohji Yamamoto public relations representative commented, "The embroidered patches on the cut-and-sew items were particularly carefully crafted by the Yohji Yamamoto design team, resulting in a high-quality finish, so please be sure to check them out. Through this collaboration with Sanrio, we hope to communicate a 'new way of being a character' through fashion. At the moment, we're only working with Hello Kitty and My Melody, but we hope to collaborate with other characters in the future." The brand will be sold at Isetan Shinjuku, Isetan Closet on the fourth floor of LUCUA 1100, a commercial facility at JR Osaka Station scheduled to open on April 2nd, and Yohji Yamamoto's official web shop, s'yte web site (scheduled to be launched soon).