Hello Kitty teams up with Japan’s top Gyaru fashion magazine for new clothing collab
Hello Kitty, the globally recognized icon of Japanese kawaii, is stepping into the world of gyaru fashion with an exciting new collaboration.
Teaming up with apparel retailer Avail and the influential gyaru magazine ‘egg’, this partnership bridges generations and subcultures, bringing a fresh, bold aesthetic to the popular Sanrio character.
‘egg’ magazine, first launched in 1995 and later revived as an online publication, has historically served as a bible for gyaru culture, documenting and shaping its trends from the streets of Shibuya.
Hello Kitty, created by Sanrio in 1974, has transcended her origins as a character for children to become a global marketing phenomenon and a symbol of Japanese pop culture, appearing on tens of thousands of products worldwide.
This new collection sees Hello Kitty adopting a unique “tanned” look with sunglasses and leopard print elements, directly reflecting the distinct and expressive gyaru style championed by ‘egg’.
This is not the first time that Hello Kitty has been styled in gyaru fashion, with Avail releasing a pink gyaru inspired merch collection earlier this year.
Let’s take a closer look at the items available as part of the new egg and Hello Kitty collab!
Store and Online Store Items:
- Pullovers (3 colors): ¥2,530 each (tax included)
- Zip Parka (3 colors): ¥3,630 each (tax included)
- Short Pants (2 colors): ¥1,980 each (tax included)
- Long Pants (2 colors): ¥2,530 each (tax included)
Online Exclusive Items:
- Pullovers (3 colors): ¥2,530 each (tax included)
- Short Pants (Red, L size): ¥1,980 (tax included)
- Long Pants (Red, L size): ¥2,530 (tax included)
This collaboration offers a unique opportunity for fans to integrate their love for Hello Kitty into their everyday style with fashionable and character-driven pieces that celebrate a distinct facet of Japanese street culture.
These items will be available at select Avail stores nationwide and on the official Avail online store from 12:00 PM on August 6th, 2025, with the exception of the New Kurashiki store which is excluded from this promotion.
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