Hello Kitty Clothing Is Here, & It's Cool, Not Cutesy

Update: Lazy Oaf's Hello Kitty capsule collection is now available to shop online. If the brand's packed pre-shop line in London this morning is anything to go by, you're going to want to shop this kawaii collection fast before it sells out.
This story was originally published on June 6, 2017.
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Hello, kitty. The popular Sanrio character has been hitting the stylesphere hard lately (Nylon launched a HK-themed clothing line, ColourPop came out with a makeup line), and it looks like she's not ready to quit. We got an exclusive first look at her latest foray. This time, the adorable kitten is teaming up with British brand Lazy Oaf for a 16-piece capsule collection starring the iconic character herself.
Lazy Oaf's head designer and founder, Gemma Shiel, has already proven once before that she can take kitschy cute and make it cool. Last fall, the company teamed up with Disney to bring us a three character collaboration that flew off the shelves. Now, she's giving a familiar, well-loved icon a twist.
Inspired by her early love of the Sanrio corner in London's Hamley's toy store (and the multi-functioning Sanrio pencil cases, of course), Shiel combined her nostalgia with what she knows best: fashion. The offering features gingham kick-flares adorned in recognizable red bows, oversized, long-sleeved tees featuring red lace-up ribbons, and, our personal favorite, a Hello Kitty-shaped button-up skirt that's just extra enough. And, while we may be accustomed to a pastel-like color palette for culture's current Hello Kitty revamp, Shiel wanted to evoke the primary hues of the character's past, sticking mostly to reds, yellows, and blues. Anyone who loved the vinyl coin purse icon from the '70s and '80s will be thrilled to see the OG Hello Kitty back in action.
Click through to get an exclusive sneak peek at the collection, and be sure to check this space on June 15 when it officially drops.
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Hello Kitty x Lazy Oaf Hello Kitty Denim Skirt, £65/$83, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Soft Heart Bag, £38/$49, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Bow Gingham Trousers, £70/$90, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Pink Frilly Tee, £38/$49, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Frilly Denim Jacket, £120/$154, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Pinny Dress, £75/$96, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Bow Tie Shirt, £72/$92, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Emb Jeans, £75/$96, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Keyhole Dress, £65/$83, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Oversized Hoodie, £75/$96, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Skivvy, £40/$51, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Long Sleeve Split Tee, £50/$64, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Oversized Waffle Tee, £55/$70, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Rugby Dress, £75/$96, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Oversized Tee, £40/$42, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty Bow Tie Cap, £25/$32, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty 2 x Sock Pack, £18/$23, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty 2 x Sock Pack, £18/$23, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty 2 x Sock Pack, £18/$23, available at Lazy Oaf.
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Hello Kitty x Lazy Oaf Hello Kitty 2 x Sock Pack, £18/$23, available at Lazy Oaf.
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