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Social intelligence

Hello Kitty Grows Up With Tins and Friends

November 12, 2008  2:10 pm

“I mean, Hello Kitty and diamonds!” gushed Tinsley Mortimer last night at the opening of revamped store for the cuter-than-thou brand in Times Square. In addition to Tins, an entire generation of girls—and some dazzling boys—grew up loving Hello Kitty and her friends. Sanrio, the Japanese company behind the line of clothing and accessories featuring now-iconic cartoon characters, drew an array of celebrity fans showing their support for the label, which has been around since 1973, proving you’re never too old to be supercute. “I like that it’s evolving,” added Mortimer. “As I’m growing up, so is Hello Kitty.” She pointed to her pendant, a fine-jewelry take on the cartoon figure itself. Heatherette designer Richie Rich, who teamed up with Sanrio in seasons past reminisced: “I was a club kid in the ’90s and I’ve always, always, always rocked Hello Kitty and Kuromi backpacks and Little Twin Stars.”

The store’s new design is decidedly more grown-up, scaling back on the pink in favor of more black and white, and meant to target an older clientele. “It reflects a child’s innocence with a grown-up’s flair,” said store designer Tracy Beckmann. “Sanrio has gotten so sophisticated. It needed that environment to showcase its new product.” But, still, the main attraction is for little girls, evidenced by a clutch of stylish pre-pre-teens. “Forget about Kitty,” joked drag legend Lady Bunny, who deejayed the event in a hot pink minidress. “It’s all about Bunny!”

—Nicholas Boston

Photo: Photo: Michael Plunkett/Patrick McMullan.com

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