Like designers all over the world, Australian fashion labels are collaborating with global character properties for limited editions and/or capsule collections. In the last six months, several such deals have been announced, crossing a variety of categories:
- Apparel. Leroy Nguyen launched a capsule collection of five items, from sweat tops to dresses, featuring Hello Kitty, represented by Haven Licensing in Australia. The range was available on Nguyen’s online boutique. Meanwhile, streetwear brand Caprice paired with Nickelodeon & Viacom Consumer Products for Kenji men’s t-shirts featuring SpongeBob SquarePants, available in Myer department stores.
- Footwear. Burlee Australia joined forces with CBS Consumer Products for a limited-edition range of Australian sheepskin boots tied to the 50th anniversary of Star Trek, available to global consumers at the Star Trek and Burlee websites. Burlee sibling UGG Australia, meanwhile, recently partnered with both Hello Kitty and Darth Vader for boots.
- Sleep- and loungewear. Peter Alexander, a sleepwear label and retailer, offered a capsule collection tied to Popeye and Olive Oyl, handled for licensing in Australia by Merchantwise. The items were available through Peter Alexander stores and its e-commerce site. The company counts Looney Tunes among the other licenses in its portfolio.
Australian designers are also collaborating with properties other than characters, of course. Last summer, for example, Emma Mulholland paired with fellow Australian label Mambo, owned by Saban Brands, for a surf and swim collection sold through Myer and online through ASOS. And, this week, Peter Alexander announced a 25-item collection tied to Tony the Tiger, Toucan Sam, and other Kellogg’s properties, available through its own channels and at Myer.