Uniqlo stores around the world are currently selling a capsule collection with K-pop supergroup BTS.
Called BT21, the range features a series of T-shirts printed with emoji-like characters designed by the seven members of the band. Each T-shirt is priced at US$14.90.
The band members came up with eight cute characters, including Cooky, a “pinkish tough bunny”, and Chimmy, a yellow puppy, each inspired by their own personalities.
Uniqlo is not new to collaborations. From high-end designers such as JW Anderson and Christophe Lemaire to fashion insiders such as Carine Roitfeld and Inès de la Fressange, the company has followed in the footsteps of high-street retailers such as H&M, which pioneered the high-low collaboration model with late Chanel designer Karl Lagerfeld almost two decades ago.
This is the first time that Uniqlo has teamed up with a K-pop act and this is also a first for BTS, whose members tend to wear luxury labels such as Saint Laurent, Gucci and Dior, both on stage and off duty.
Written By Vincenzo La Torre